Toys“R”Us, Ocean Terminal Transformed into World-Class Toy Flagship

Toys“R”Us Asia has transformed its Ocean Terminal store into a World-Class Toy Flagship. The comprehensive transformation introduces nine IP-themed store-in-store concepts for the first time, including several brand concepts making their Hong Kong debut. Designed to serve kids, families, and “Kidults”, the flagship integrates innovative retail design, immersive experiences, and collectible culture, bringing together play, interaction, and pop culture in one destination. The nine IP store-in-store concepts include:

• Pokémon: The first integrated experiential space in Hong Kong, Pokémon Play Lab, offering an interactive Trainer journey with multiple activity zones.
• TOMICA: Beloved by both adults and children, the fifth TOMICA BRAND STORE in Asia and the first in Hong Kong, featuring a striking display wall showcasing over 2,000 TOMICA cars, offering enthusiastic die-cast car fans an even more immersive brand experience.
• BANDAI: Showcasing a two-meter-tall Strike Freedom Gundam and a giant Tamagotchi Paradise display as visual highlights of the flagship.

• LEGO: A comprehensive selection spanning children’s sets to “Kidult” collections.
• Nintendo: Featuring a dedicated Switch 2 trial zone for hands-on gaming experiences.
• Sanrio Gift Gate: The new “Sanrio Love Letter” themed store-in-store creates a delightful shopping experience filled with sweet surprises and joyful moments for every Sanrio characters fan.

• Sylvanian Families: The largest Sylvanian Families store-in-store in Hong Kong, featuring over 100 products.
• Transformers: Showcasing an Optimus Prime statue alongside flagship-exclusive and rare collectible items.
• VTech: Home to the largest and most comprehensive collection of VTech and LeapFrog toys in Asia, the store also features an open parent-child trial space where families can experience the products firsthand, inspiring children’s learning potential through the power of play.

In addition to the nine IP store-in-store concepts, the flagship also features many signature themed zones, such as HAWK – Master Mak Minibus Signage Collaboration, Miffy Themed Zone, Korean Trending IP Zone, TOYBOX 3D Printing Experience Zone, designed to enrich the overall play and cultural experience.

In recent years, the brand has actively advanced its “Live Toyful” strategy, integrating toys into pop culture, emotional connections, and everyday living, expanding the role and value of toys across different age groups. The store officially opens to celebrate this milestone with the city.