Toys“R”Us Jewel Changi Airport wins Specialty Store of the Year - Singapore at Retail Asia Awards 2024

Their initiative blends play and shopping for families.

Toys“R”Us (Singapore) Pte Ltd has been honoured with the Specialty Store of the Year - Singapore award at the Retail Asia Awards 2024. This recognition celebrates the launch of the brand’s first-ever innovative Toy+Play Concept store at Jewel Changi Airport, which has marked a significant milestone in its transformative journey since last year.

The Jewel Changi Airport outlet is the 12th Toys“R”Us store in Singapore, spanning an expansive 9,000 square feet. This new location features a unique collaboration with Kiztopia, Singapore’s premier indoor kids’ edutainment playground, creating a space where shopping and social play seamlessly blend for an immersive retail experience.

The store’s design reflects a modern minimalistic approach, inspired by the timeless art of Piet Mondrian. The clean and uncluttered space serves as an ideal backdrop, allowing products to stand out prominently. A simplistic colour palette aids in easy navigation, whilst the low and compact shelving system aligns with the customer journey, enhancing engagement and providing clear visibility of the products throughout the store.

Adelene Teo, General Manager (Singapore, Brunei & Thailand), commented on the store’s design and layout: “Our aim is to not only provide exceptional products but also create a destination where every individual, kids and adults, can immerse themselves in a world of discovery and entertainment. The combination of exclusive merchandise and thematic design will make this store a must-visit destination for travellers and locals alike.”

The exclusive range of merchandise at the Jewel Changi Airport store caters to both local and international collectors. The store features unique product offerings like Singapore-exclusive collectables, such as the Merlion and the Airport Tower, as well as local culinary treats, including the Curry Puff and the King of Fruits, The Durian. Additionally, a collaboration with Mighty Jaxx International introduces the exclusive Mr. Koifish Series, available only at this outlet until 31 December 2024. Other exclusive items include a Funko Pop collectable of Geoffrey holding a globe and unique products from brands like Gundam, Gunpla, Jurassic World, and Masterpiece Collectible.

The collaboration with Kiztopia exemplifies Toys“R”Us’ commitment to fueling imagination, integrating an aviation-themed indoor play park within the store. This 4,500 square-foot wonderland features a colossal funnel slide leading into a massive ball pit, an interactive ball-shooting game wall, thrilling obstacle courses, and a giant plane structure, creating a complete “flight” experience. This partnership aims to enhance the Toys“R”Us experience into a multi-sensorial and immersive one, providing families with memorable adventures and Instagram-worthy moments.

Heidi Tian, Founder and CEO of Kiztopia, expressed her enthusiasm: “We are thrilled to have the opportunity to partner with Toys“R”Us to provide our customers with more unique concepts and brand-new experiences. We are thankful to expand our presence into a landmark location like Jewel Changi Airport, bringing the joy of Kiztopia to more families, including tourists.”

The Jewel Changi Airport store also offers regular programming, specially curated to entice customers to return frequently, ensuring a dynamic and engaging experience with each visit. This includes various family-oriented activities and events designed to keep the shopping experience fresh and exciting.

Toys“R”Us Jewel Changi Airport’s key achievements include being the pioneering experience-driven store, the first collaboration with a playground operator, and the first store where exclusive Singapore-centric merchandise was curated. This innovative approach has not only redefined the retail experience for Toys“R”Us but also set a new benchmark for speciality stores in Singapore, making it a deserving winner of the Specialty Store of the Year award at the Retail Asia Awards 2024.

The Retail Asia Awards is presented by Retail Asia Magazine. To view the full list of winners, click here. If you want to join the 2025 awards programme and be acclaimed for your company's exceptional products or initiatives in the Retail industry, please contact Jane Patiag at [email protected].