Toys R Us Asia has marked the 40th anniversary of its Hong Kong debut with the revamped Ocean Terminal flagship store in Tsim Sha Tsui.
The location, which first opened in 1986, has been upgraded to include nine store-in-store concepts, along with new experiential and themed zones.
The flagship introduces dedicated branded areas for Pokémon, Tomica, Bandai, Lego, Nintendo, Sanrio, Sylvanian Families, Transformers and VTech. Several of these concepts are being introduced in Hong Kong for the first time, including an integrated Pokémon Play Lab and a Tomica Brand Store featuring more than 2,000 die-cast models.
“Toys R Us recognises the growing demand from children, Gen Z and ‘Kidults’ for pop culture and emotional value,” said Leo Tsoi, CEO of Toys R Us Asia. “We will continue to introduce animation IPs, collaborative merchandise and proprietary products, creating more resonant play and collectible experiences tailored for consumers in Hong Kong and across Asia.”
Additional features include a Nintendo gaming trial zone, a Sanrio-themed retail space and a VTech and LeapFrog play area designed for parent-child interaction. The store also incorporates themed zones tied to local culture and current trends.
Toys R Us Asia operates more than 450 stores across 10 markets. The Hong Kong flagship reflects its focus on integrating retail with interactive and experiential elements, as well as expanding its appeal beyond children to include adult collectors and broader consumer segments.
