Toys 'R' Us Pop Up in Malls this Holiday Season

Posted by: Jena McGregor on September 15, 2009

Eighty shopping malls will be getting temporary tenants as a present this holiday season. Retailer Toys ‘R’ Us is setting up the “pop-up stores,” it announced Sept. 15, along with adding temporary toy departments to 270 of its Babies ‘R’ Us stores. The move is an effort for the 847-store chain to take advantage of empty mall real estate and grab market share as other toy retailers have disappeared. KB Toys filed for bankruptcy last December, right in the midst of the Christmas shopping season, while FAO Schwartz was acquired by Toys ‘R’ Us earlier this year.

That Toys ‘R’ Us, which was struggling mightily just a few years ago, is in a position to expand in a recession says a lot about how the company’s fortunes have changed. Even if the move is temporary—the “pop-up” spaces will exist from October to mid-January—it should help the privately owned retailer compete with Wal-Mart and Target, not to mention Sears, which added permanent toy departments in 20 of its stores in June. With KB Toys out of the picture, there has been little selling of toys actually going on at the mall.

“Pop-up” stores are, of course, nothing new. Target has launched them for several years during New York’s Fashion Week, including this one for the “Gossip Girl”-themed Anna Sui line. The magazine Teen Vogue opened one last year, while Jones Apparel Group unit Rachel Roy announced temporary digs earlier this month.

Still, it makes a lot of sense that the concept would be proliferating amidst a depressed commercial real estate market, when vacancy rates are climbing and rental rates are falling. Pop-up concepts aren’t the only ones: Apparently health insurers are even seeking out cheap space at the mall.

Reader Comments

Lisa Bloom

September 16, 2009 3:33 AM

You may want to check out http://www.glamforless.com/ for inexpensive sparkly holiday jewelry.

kristianna

September 30, 2009 11:05 PM

I would like to say the problem with used games for game publishers is that they see no money from the sale of the used games. When GameStop sells a used game they are the only ones to see any money from the sale. They make on generally make 100-300% profit with every used game/accessory they sell.
spielen

kristianna

September 30, 2009 11:09 PM

Cool. That's the Toys 'R' Us in 42nd st. But if they're gonna start selling Genesis games then count me in. lol
spielen

kristianna

September 30, 2009 11:09 PM

Cool. That's the Toys 'R' Us in 42nd st. But if they're gonna start selling Genesis games then count me in. lol
spielen

Megan

March 18, 2010 6:48 AM

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