Party City Adds Toy City Pop-Up Shops In 50-Store Pilot

Seeking the toy retail dollars that formerly were spent at Toys ‘R’ Us, Party City will pilot 50 Toy City pop-up stores that will be co-located alongside its Halloween City shops across the U.S. The concept will launch in in early September 2018 and operate throughout the holiday season.

Toy City will be directly integrated with Halloween City, giving customers a seamless shopping and checkout experience. The retailer also will test an expanded online assortment of toy offerings.

Party City isn’t the only traditional retailer expanding its presence in the pop-up scene — Macy’s has launched The Market @ Macy’s, 10 in-store pop-ups that feature a unique product selection tailored to each location.


Macy’s also has acquired STORY, a New York-based retailer that regularly changes its design and merchandise, and has taken a minority stake in b8ta, a “store-as-a-service” concept that lets shoppers try out tech products before making a purchase.

Other retailers are ringing new variations on pop-up concepts: L’Occitane is operating a truck with a curated assortment of products tailored to each region it visits, while Italian e-Commerce retailer M.Gemisent a gelato truck capable of taking shoe orders down the East Coast in 2017.

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