CNBC is reporting that Party City is planning to launch a new “toy” extension of their business. Starting in September, the company will open up roughly 50 ‘Toy City’ pop-up stores. The current plan is for these to run from September through the holiday 2018 season. In conjunction with this, the plan is for Party City to begin offering a greater selection of toys online. Details for that portion of the business or still to come.
“The creation of a Toy City concept to complement our temporary seasonal retail strategy is a logical extension of our brand; one that will allow us to leverage our existing pop-up store capabilities and capitalize on the category whitespace that has recently been created,” Party City CEO James Harrison said in a statement.
No word on the type of toys that the new Toy City will sell, has been revealed. We can only hope that it will sell traditional items from Mattel, Hasbro, and the like. We will update this with more information as it breaks.