In a significant shift for the retail landscape, Toys“R”Us Asia is embracing a dynamic and diversified approach under the leadership of CEO Leo Tsoi.

The company aims to evolve beyond traditional toy retailing to become a comprehensive lifestyle destination that caters to the evolving needs of consumers across different generations.

Reimagining the Toys“R”Us Brand
Mr. Tsoi has revealed a strategic plan that seeks to transform Toys“R”Us into hubs of engagement for families, professionals, and tourists.

At the forefront of this transformation is the 'Playful Heartland' at One Bangkok, an innovative retail space exhibiting minimalist aesthetics combined with vibrant, interactive experiences.

This concept marks the evolution of the brand from a conventional store to a destination for immersive experiences.

New Concept Stores in Thailand
Toys“R”Us Asia has inaugurated two concept stores in Thailand, highlighting the brand's commitment to innovation and local engagement.

Playful Heartland at One Bangkok (December 2024): Opened on December 13, 2024, this store signifies a new era for Toys“R”Us with minimalist aesthetics and interactive spaces.

Collaborations with global brands such as LEGO and Barbie enhance its appeal to both children and the 'kidult' demographic.

Playful Market at ICON SIAM (January 2025): Launched on January 9, 2025, this store blends Thailand's market culture with global appeal, featuring nearly 4,000 products.

Inspired by traditional Thai markets, it offers a sensory shopping experience with discounts and exclusive giveaways to celebrate its opening.

Tapping into the Kidult Market
Toys“R”Us is targeting the growing 'kidult' market, recognizing that 40% of Thailand’s population is under 35 years old.

The brand's offerings include fashionable products, collectibles, and usable goods, appealing to this demographic.

Revitalising Traditional Toy Offerings
While exploring new markets, Toys“R”Us maintains its dedication to children and families.

The store provides play zones, interactive displays, and exclusive product launches to enrich the in-store experience.

Thailand: A Strategic Growth Market
Thailand plays a pivotal role in the company’s regional growth strategy, with the toy and gaming industry projected to grow at a CAGR of 7.5% over the next five years.

Toys“R”Us is expanding its footprint with new store openings and remodeling existing ones to capture this potential.

Innovation and Strategic Partnerships
Technology is integral to the brand's strategy, with artificial intelligence enhancing store layouts and customer experiences.

Strategic collaborations with IPs like Sanrio and Roblox ensure cultural relevance.

Embracing Thai Cultural Elements
The company is integrating Thai cultural elements into its products and store designs.

Local partnerships have resulted in exclusive collections that resonate with Thai consumers, with the 'Butter Bear Operating Day' series being a popular example.

Adapting to Changing Demographics
With Thailand's declining birth rate, Toys“R”Us is pivoting towards the kidult segment, currently comprising 1/8 of the business, with aims to increase this share to 1/3.

Looking Ahead: Ambitious Goals for 2025
Focusing on single-digit growth in 2025, Toys“R”Us Asia plans to expand through new store openings, enhanced customer experiences, and exclusive product launches.

The essence of Toys“R”Us, as Mr. Tsoi mentions, is centered on joy, translating into a mission to offer it to a wider audience.

About Toys“R”Us Asia
Toys“R”Us Asia operates over 450 stores across Asia, maintaining an eCommerce presence and offering an array of international and local brands.

The entities function independently from other Toys“R”Us companies globally.