Toy/Toy“R”Us

Editorial staff

Toys“R”Us Asia, the leading toy retailer across the region, today announces the grand opening of its first concept store in Thailand at the iconic One Bangkok development.

Adelene Teo, general manager of  Toys"R"Us Singapore, Thailand, and Brunei said that the company has opened new Toys“R”Us concept store in Thailand at One Bangkok project on December 13.

Adelene Teo

As the country’s Playful Heartland, this store redefines the retail experience by blending innovative design, community engagement, and unique merchandise offerings tailored for kids, families, and the growing kidult demographic.

“Creating a ‘Playful Heartland’ for all ages, offering unique products and experiences to inspire creativity and connection while realizing the strong Thai market potential,” she said.

Toys“R”Us has recently embraced a bold new vision with its Live Toyful manifesto, inspiring a playful lifestyle through toys, play, and lifestyle integration. This fresh positioning provides an opportunity for audiences, particularly kidults, to rediscover the brand and explore new ways to connect with play.

The One Bangkok store exemplifies this vision, offering an unparalleled mix of traditional toys, collectibles, and lifestyle products in a vibrant and uniquely Thai setting.

“Our new store in Thailand is more than a shopping destination – it celebrates a world of imagination, creativity, and connection,” she said, adding that it aligns with One Bangkok’s proposition as a destination for innovation and engagement.

“Together, we’re creating a space where families and individuals can rediscover the joy of play, experience memorable moments, and embrace a brighter, more imaginative world,” she added.

Visitors can enjoy the thoughtfully curated store with minimalist and modern design, with integrated color tones to match the vibrancy of city life, catering to families and working professionals.

It has exclusive brand collaborations with showcasing beloved global brands like LEGO, Barbie, and Hot Wheels, alongside collectible items and trending IPs.

Collectibles such as Killerbody Marvel and Transformers helmets, are available only at Toys“R”Us, along with blind box IPs and Gundam model kits.

Rainbocorns, the highly sought-after giant surprise eggs, make their exclusive debut in Thailand—perfect for Christmas gifts.

It also had interactive play areas, a spaces for families to engage with toys and create memorable moments together and special sections featuring Thai-inspired souvenirs and products, catering to both tourists and locals.

The opening of the One Bangkok store also paves the way for the highly anticipated relaunch of the Iconsiam store, set to celebrate its grand reopening on 9 January 2025. Together, these two flagship locations will highlight Toys“R”Us’ unwavering commitment to inspiring playful lifestyles, offering distinctive experiences tailored for families, children, and young adults alike.

“The opening of these stores kicks off Toys“R”Us’ exciting new adventure in Thailand! With the toys and games market set to soar, projected to grow at an expected 7.5% CAGR over the next five years,  Toys“R”Us is ready to expand its footprint while nurturing a culture of play and creativity. Our focus on unique merchandise and engaging experiences ensures we meet the needs of diverse consumer groups, from young children to the kidult community,” added Ms Teo.

Toys“R”Us aims to roll out more stores across the country, reinforcing its commitment for individuals and families of all ages. This rollout is part of a strategic expansion of Toys“R”Us Asia, which currently operates more than 450 stores across the region, with new openings in key markets such as Singapore and Hong Kong. The company’s expansion in Thailand reflects its optimism about the growing potential of the Thai market, driven not only by the demand for traditional toys but also by the increasing interest in collectibles and products that appeal to the "kidult" demographic.