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We admit, it may seem strange to declare toys sizzling – since about a week ago Some time ago Toys R Us, the country's largest toy supplier, turned off the lights and closed for the last time nationwide. Geoffrey the Giraffe is unfortunately no longer. Although the millennial parents were nostalgic about the world of toy sales, market watchers have been asking the same question for weeks:
Toys R Us, despite its multitude of struggles with expensive debt and declining sales over the last decade, was nevertheless a kind of US institution. Even in its last days, Toys R Us accounted for about 12% of the toy market in the United States and its sudden demise left toy brands – big and small – shaken as they now find themselves competing for tablets that are considerably reduced.
Many small niche brands that you would buy, because you saw [them] while navigating in Toys R Us, are going to be hit very hard, "said Jackie Breyer, editor of the magazine's magazine. industry The Toy Book according to Reuters
The major toy brands, it should be noted, did not feel much better about the situation – as the big names of toys like Lego, Hasbro and Mattel smelled already when it was sales figures – and the assumption was that closing Toys R Us would mean more difficult times. But will it be? It turns out that the retail industry, like nature, hates emptiness, and it seems like no one wants to let the Toys R Us wasteful in its wake. Toys R Us can be done but, as it turns out, many other retailers would be happy to serve the customers' needs in toys, especially this Christmas.
Pop-Up Toy Stores
– The trademark behind the city of Halloween that will begin to appear in shopping malls throughout the city. America in about two months – decided that, this Christmas, it is launched in the trade of toys. Coming out a few days before Toys R Us announces it for good, Party City has announced that it will open this year some fifty pop-up stores to call it, quite inventive way, Toy City
. Plans for pop-ups – Party City, so far, has only announced that stores will be launched in "optimal" markets with "attractive rental opportunities."
A statement: "The creation of a Toy City concept to complement our temporary seasonal sales strategy is a logical extension of our brand, which will allow us to leverage our existing instant shopping capabilities and capitalize on the D & D category." Spaces that has recently been created. "
Ephemeral shops will open alongside chops in the city of Halloween in September and go through the Holiday Season
Party City, however, will not be the only toy store to appear for the holiday season. . Strategic Marks, a company that buys and rebrands missing brands, has the KB name and plans to open 1,000 KB Toys pop-ups during the holiday season. They start later – Black Friday – and, like Toy City, they will run during the holiday season.
"My guess is that there are about half a billion dollars worth of toys that were produced for Toys R Us without," said Ellia Kassoff, president of Strategic Marks, according to CNNMoney. "It's a big, big emptiness that we hope to fulfill."
Kassoff noted that he is already in talks with Hasbro, Mattel and about 200 small toy suppliers who are looking for new brick and mortar retailers. The time has come for KB, he notes, since the fall of Toys R Us, there are many toy manufacturers "who have stocks but no room to sell them." Of course, "no place" is a euphemism, since KB will not be the only pop-up game in the city – or the only fallen rival of Toys R Us to make a comeback this holiday season.
FAO Schwarz returns to Manhattan
a few years ago (July 15, 2015), the world said goodbye to another iconic retailer: FAO Schwarz closed in Manhattan for what seemed to be the last time. After operating for 150 years in the city at several locations over time, its then-owner, Toys R Us, chose to close the iconic store, citing rising rental costs. However, as David Conn – CEO at ThreeSixty Group (current owner of FAO Schwarz) – told Karen Webster in a recent conversation that FAO Schwarz will be back for the holidays 2018 with a New York City
Unlike KB, this is not a quick stop on the market for the holidays – the new FAO is back full-time in the city.
In addition, Conn told Webster that the toys are far from dead. The ThreeSixty group also owns Sharper Image and Conn noted that toys are still among its biggest sellers. Although, he notes, perhaps a little more complicated than the Barbie and Hot Wheels of the past, customers like drones, electronics and a host of things that offer more than just 39, a simple gaming experience. They want a "wow factor."
As for the opening of a retail store – a toy store no less – just as the biggest toy store in America is down? Conn is indifferent. Customers like to shop, he said, and they even like shopping in the stores. They are simply looking for a more complete, better and more rewarding experience. This, he notes, is what FAO Schwarz is designed to provide in its latest iteration.
"This is going to be a flagship store that will be experiential and theatrical," Conn said. "We bring toy demonstrations, magic shows, and special product opportunities to this place." When it comes to toys, it's about playing – and d & # 39; 39 offer children and their parents this experience "very different" from what Amazon could offer. "
Amazon …
Amazon's Getting Into The Toys Catalog Business … For Real
Of course, Amazon may have taken a lot of responsibility for the closure of Toys R Us – rather and not Toys R Us was affected by the change in purchases in line, especially among younger parents, but the brand was having problems when Amazon was mostly interested in selling books.The competition from the big-box retailers was the beginning of the end, and Walmart had moved it as the largest toy seller in the country almost ten years ago.
Cependan t, even during these struggles, Toys R Us' #. Big Book & # 39; was a vital part of the fall for families nationwide because it was the full list of novelties and novelties on the market for end of the year holiday toys. ;year. And just because Amazon was one of the key strengths of Geoffrey the Giraffe's demise, that does not mean the retailer wants parents to be unaware when it comes to fill the Christmas chests of their children. No, he wants to help parents know – and preferably shop on Amazon.
For the holidays of 2018, to enter and fill the empty Toys R Us left, Amazon will print its own holiday catalog. On paper
The new Christmas toy catalog will be distributed to Whole Foods stores and mailed to customers. According to reports, it will be about 100 pages, and will arrive in late October – p plenty of time for the country's children to build a complete and complete wish list.
Toys R Us Certainly "Throughout the reporting cycle on retail, we have heard of a number of large and medium chain stores that they hope to see enter. competition. Said Stephanie Wissink, an analyst at Jefferies, in a recent note to clients.
Although a store has failed, the toys continue to appeal to both children – and the child who lives inside each adult. This means that the toys are sizzling and seem ready to sizzle louder during the 2018 holiday season.
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