This holiday season, Toys R Us Asia is collaborating with artist duo Craig & Karl to create in-store shopping experiences that fuse play and self-expression. Shoppers will be invited to walk into a fashion magazine that flips the traditional advent calendar on its head. The retailer's own version of a festive countdown is styled as a life-size Instagrammable advent calendar with play-to-win surprises.
"Toys aren’t only for play anymore, especially among kidults," said Leo Tsoi, CEO of Toys R Us Asia, "Gen Z’s interpretation of animations, comics, movies and gaming across Asia blurs the line between, toys, fashion and lifestyle."
Stores will be decorated with bold, geometric art pieces that festively unite toys and fashion to speak to the varied interests of a wide range of holiday shoppers of all ages.
Life-Size In-Store Countdowns
Toys R Us Asia and Craig & Karl Created an Advent Calendar for All
Trend Themes
1. In-store Experiences - Toys R Us Asia and Craig & Karl are creating in-store shopping experiences that fuse play and self-expression, inviting customers to walk into a fashion magazine for a unique shopping experience.
2. Instagrammable Retail - Toys R Us Asia's life-size advent calendar is designed to be Instagrammable, providing a visually appealing backdrop for shoppers to capture and share on social media.
3. Blurring Boundaries - Gen Z's interpretation of animations, comics, movies, and gaming across Asia blurs the line between toys, fashion, and lifestyle, presenting new opportunities for retailers to cater to this demographic.
Industry Implications
1. Retail - Toys R Us Asia's collaboration with Craig & Karl is reimagining the in-store shopping experience with the fusion of play, self-expression, and fashion.
2. Art - The bold, geometric art pieces used to decorate the stores create a festive ambiance that combines art and retail, attracting a wide range of holiday shoppers.
3. Social Media - Toys R Us Asia's life-size Instagrammable advent calendar provides an opportunity for customers to create and share visually appealing content on social media, boosting brand engagement.