Toys”R”Us debuts first experience-driven store at Jewel Changi Airport

Thursday, December 14, 2023

Toys”R”Us is thrilled to announce the launch of its 12th store located at Jewel Changi Airport. As the ultimate destination for toys, games, leisure equipment, and educational items, Toys”R”Us is strengthening its presence in Singapore with a fresh store design and layout, unique merchandise, and a renewed commitment to kindle the love for play among both kids and adults. This lively space will serve as a gathering place for tourists and local families to explore the joy of play.

The store’s design has undergone a transformation, embracing a modern and minimalist approach inspired by the timeless art of Piet Mondrian. Clean lines and an uncluttered layout provide a backdrop that makes products stand out, improving navigation and shopping experiences for customers. A simplified color palette ensures easy recognition of different sections, and the shelving system has been redesigned to enhance the customer journey, featuring low and compact designs that encourage interaction and clear product visibility throughout the store.

Exclusive merchandise available at the Jewel store includes plush toys featuring Singapore icons like the Merlion and the Airport Tower, as well as a culinary delight, the Curry Puff. In collaboration with Mighty Jaxx International, Toys”R”Us will introduce the exclusive Mr. Koifish Series, available only at the new outlet until December 31. Additionally, Funko Pop will release an exclusive collectible featuring Geoffrey holding a globe, along with other exclusive items from brands like Gundam, Gunpla, Jurassic World, and Masterpiece Collectible.

Adelene Teo, General Manager (Singapore, Brunei & Thailand), stated, “Our goal is not only to offer exceptional products but also to create a destination where every individual, whether a child or an adult, can immerse themselves in a world of discovery and entertainment. The combination of exclusive merchandise and the new thematic design will make this store a must-visit destination for both travelers and locals.”

Adding to the excitement, Toys”R”Us Jewel Changi Airport will host an aviation-themed indoor play park in collaboration with Kiztopia, Singapore’s mega-indoor kids’ edutainment playground. Spanning 4,500 square feet, this specially designed aviation wonderland includes a colossal funnel slide into a massive ball pit, an interactive ball-shooting game wall, thrilling obstacle courses, and a giant plane structure to complete the “flight” experience. It’s the perfect setting for family adventures and Instagram-worthy moments without leaving the country.

Adelene Teo, General Manager (Singapore, Brunei & Thailand), shared, “The collaboration with Kiztopia underscores Toys”R”Us’s commitment to our core target audience as we elevate the Toys”R”Us experience into a multi-sensory and immersive one with Kiztopia as our partner.”

Heidi Tian, Founder and CEO of Kiztopia, expressed her enthusiasm, stating, “We are thrilled to have the opportunity to partner with Toys”R”Us to provide our customers with more unique concepts and brand-new experiences. We are thankful to be able to expand our presence into a landmark location like Jewel Changi Airport to bring the joy of Kiztopia to more families, including tourists.”

To elevate the Toys”R”Us experience, the Jewel Changi Airport store will offer regular programming curated to enhance the desire to visit. To celebrate the Grand Opening, Toys”R”Us has planned in-store activations featuring Hot Wheels and Lego, as well as a meet and greet session with the beloved Geoffrey and Friends. Coupled with exclusive offers, the Grand Opening on December 14 promises a full day of exciting opening specials for Star Card Members to enjoy.

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