Party City to launch ‘Toy City’

Party City has announced it’s seizing the opportunity to enter the toy market upon Toys “R” Us closing its doors. The retailer says it will open 50 pop-up toy stores this September called “Toy City.”

Party City has strategically planned the opening of the pop-ups with its busy season, during its peak Halloween sales. Its Toy City pop-ups will be placed alongside its Halloween sections to drive customers, according to USA Today. The pop-ups are scheduled to run through the holiday season.

“The creation of a Toy City concept to complement our temporary seasonal retail strategy is a logical extension of our brand; one that will allow us to leverage our existing pop-up store capabilities and capitalize on the category whitespace that has recently been created,” says Party City CEO James Harrison, in a statement.