Toys"R"Us Asia wins double honours at the Retail Asia Awards 2025

With concept stores in Hong Kong and China, the toy retail giant boosts the kidult experience across Asia.

Toys"R"Us Asia has taken home two accolades at the Retail Asia Awards 2025, Brand Transformation of the Year - Hong Kong and Specialty Store of the Year - China.

Through innovative concept stores in Hong Kong and Shanghai, the brand has boldly embraced a new direction: one that speaks not only to children but also to the rising wave of “kidults.”

A playful home for the kidult generation

The Toys"R"Us Playful Living Concept Store at K11 Art Mall in Tsim Sha Tsui, Hong Kong, represents a bold reimagination of the toy store as we know it.

With its For Him, For Her, and Together zones, the store targets Gen Z consumers and young couples who want their love for pop culture and play reflected in their lifestyle spaces. “Distinguishing itself from regular colourful Toys"R"Us stores, this Playful Living Concept Store is decorated in natural wood with minimalist decorations. Stocked with classic and trendy toys, the store creates a peaceful and warm environment to bring shoppers back to their childhoods,” the company added.

From Transformers, Marvel, and Gundam models in the “For Him” section, to whimsical collectibles like Chiikawa, Tamagotchi, and LuLu the Piggy in “For Her,” every corner is thoughtfully curated. The “Together” zone brings in video games, board games, and anime IPs like Demon Slayer: Kimetsu no Yaiba, SPYxFAMILY, and local-themed products like "I Love Hong Kong" board games.

A standout feature of this store is its collaboration with local artist and fitness trainer Ryan Lee, who co-created exclusive characters Rumbbell and Jacrbell to inject joy, positivity, and local identity into the space. Toys"R"Us Asia looks forward to similar collaborations with more designers in the future, to continuously renew the store’s outlook and offer fresh new experiences to customers.

Though small at just 200 square metres, the store’s performance has been extraordinary, generating almost 80% of the sales of a standard large-format Toys"R"Us store. With 159% higher sales-per-space productivity, this concept has proven its potential as a scalable, agile, and high-yield model for future expansion.

The brand has already opened a follow-up store at K11 MUSEA and is preparing to roll out up to 20 new kidult stores across Asia, including Taiwan, Singapore, Malaysia, and China.

“We are confident that we are on the right path to scaling this model further,” Toys"R"Us Asia added.

Elevating collectibles culture

Meanwhile, in Shanghai, Toys"R"Us Asia’s Playful “R” Concept Store at The Place is redefining specialty retail in China with a powerful combination of nostalgia, collectibility, and fandom.

At the heart of this concept is the first-ever TOMICA Brand Store in China, an immersive shop-in-shop collaboration with Japanese toymaker TAKARA TOMY. Here, fans can explore a curated collection of TOMICA models, including the exclusive TLV Vintage Line, and marvel at the world’s largest TOMICA Wall—an installation of 2,396 die-cast cars, both current and rare.

The Playful “R” store is also home to China’s first IP Character Street by Toys"R"Us, uniting iconic brands like Sanrio’s Hello Kitty and My Melody with trending anime and gaming merchandise. Additionally, the store offers an exciting ACG section, featuring a wide array of collectibles and products that celebrate iconic characters from these dynamic worlds.

Since its launch, the Shanghai store has achieved 50% growth in both sales and traffic, with footfall tripling compared to previous formats.

The dual wins at the Retail Asia Awards highlight a wider transformation underway at Toys"R"Us Asia. From Hong Kong to China and beyond, Toys"R"Us Asia is proving that play has no age limit—and that with the right vision, a legacy brand can become a lifestyle leader for the next generation.

The Retail Asia Awards honours the achievements and innovations of the key players in the retail industry in Asia. The annual event also serves as a showcase of the diverse range of categories in various aspects of the sector.

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 2026 awards programme and be acclaimed for your company's exceptional products or initiatives in the Retail industry, please contact Jane Patiag at [email protected].