Toys ‘R’ Us Launching ‘Adventure’ Pop-Up In Buckhead, Toying With Events, Experiential Retail

Parent company Tru Kids is partnering with Candytopia to open the concept in Lenox Marketplace.
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Candytopia’s limited-run pop-up in Buckhead is getting an extension of sorts with an unlikely partner.

Tru Kids Brands, the parent company of bankrupt Toys “R” Us, is partnering with the candy-centric event to launch the Toys “R” Us Adventure, an “immersive wonderland that celebrates the whimsical, silly and fun of toys and play,” according to a press release last week.

Toys “R” Us Adventure will open ahead of the holiday season in the same space that housed the Candytopia pop-up in the Lenox Marketplace shopping center.

Admission, which grants access to eight “mind-blowing” rooms of “outrageously out-of-bounds fun” and various kid-friendly mascots like Geoffrey the Giraffe, will be $28 for adults and $20 for children 4 to 12.

Theming for the rooms includes a Schleich safari, disco castle, and a “huffy-puffy fairytale.”

Various toy retailers will have a presence in the pop-up as well.

“The Toys “R” Us brand was built upon celebrating the joys of childhood and we are thrilled to partner with the creatives behind Candytopia to introduce an exciting new way to play for guests of all ages,” Richard Barry, CEO of Tru Kids, said in the release.

“As we focus on bringing a reimagined Toys “R” Us to the United States, we believe this live experience coupled with our new experiential retail stores will attract families from around the world and create a unique opportunity to rediscover the magic of this beloved family brand.”

An opening timeline has not yet been disclosed, but Atlantans wishing to be in-the-know about the forthcoming pop-up can sign-up for “early access.”

Toys “R” Us Adventure will be housed near the newly-opened Kefi which shares a seemingly similar mission and format but is permanent.

Caleb J. Spivak

Caleb J. Spivak (CJS) is the Founder of What Now Media Group, Inc., the publisher of What Now Atlanta and What Now Los Angeles.

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