
In an exclusive interview, Mr. Leo Tsoi, CEO of Toys“R”Us Asia, shared the company’s transformative journey as it embraces a dynamic and diversified approach to business. With a bold vision for the future, Toys“R”Us is evolving beyond a toy retailer into a comprehensive lifestyle destination that caters to the evolving needs of consumers across generations.
Reimagining the Toys“R”Us Brand
Mr. Tsoi unveiled a strategic roadmap aimed at revitalising Toys“R”Us by transforming it into a hub of experiences for families, professionals, and tourists. At the heart of this transformation is the store at One Bangkok, known as the “Playful Heartland.” This innovative retail space merges minimalist aesthetics with vibrant, interactive experiences, signalling a shift from traditional retail to an immersive lifestyle experience.
“We’re no longer just a store,” Mr. Tsoi explained. “We’re a destination where people can rediscover the joy of play, whether they are children or adults.”
New Concept Stores in Thailand
Toys“R”Us Asia recently unveiled two groundbreaking concept stores in Thailand, reinforcing the brand's commitment to innovation and local engagement.
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Playful Heartland at One Bangkok (December 2024): Opened on December 13, 2024, this store represents a new era for Toys“R”Us, focusing on minimalist aesthetics and vibrant interactive spaces. Designed to be an immersive experience, it redefines the retail landscape by offering families and individuals a place to explore and connect. The store features exclusive brand collaborations with global names such as LEGO, Barbie, and Hot Wheels, as well as collectibles like Killerbody Marvel and Transformers helmets, catering to both children and the growing "kidult" demographic. The concept of "Playful Heartland" aims to establish a welcoming space that fosters creativity, connection, and engagement, embodying the essence of a community hub where play knows no age limit.
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Playful Market at Icon Siam (January 2025): Launched on January 9, 2025, to coincide with Thailand's National Children's Day celebrations, this store captures the essence of Thailand's beloved market culture. Featuring nearly 4,000 products, the store creates an engaging atmosphere where customers can discover unique items, blending local charm with global appeal. "This store is not just a place to shop—it's where creativity meets culture," said Ms. Adelene Teo, General Manager of Toys"R"Us Singapore, Thailand, and Brunei. The "Playful Market" concept is inspired by the vibrancy and charm of traditional Thai markets, offering visitors a sensory shopping experience that combines nostalgia with excitement. Special grand re-opening offers include discounts of up to 40% and exclusive giveaways for early customers.
Exclusive offers and promotions, including limited-edition collectibles and special giveaways, have attracted a wide range of customers to these new stores, marking a significant step in the brand's expansion across Thailand.
Tapping into the Kidult Market
A significant focus of the brand's transformation is the growing “kidult” market—a demographic blending nostalgia with modern trends. Recognising that 40% of Thailand’s population is under 35 years old, Toys“R”Us Asia is introducing tailored offerings to appeal to this audience. The company has identified three key engagement areas:
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Fashionable Products: Collaborations with designers and pop-culture icons to create stylish, wearable merchandise.
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Collectibles: Limited-edition action figures, models, and exclusive items such as Transformers helmets.
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Usable Goods: Practical yet playful products designed for younger adults.
Recent offerings such as blind boxes and exclusive collectibles have gained traction among kidults, driven by their appeal on social media platforms.
Revitalising Traditional Toy Offerings
Despite its expansion into the kidult market, Toys“R”Us remains committed to its core audience—children and families. The store features dedicated play zones, interactive displays, and exclusive product launches like Rainbow Kong, enhancing the in-store experience and fostering family engagement.
Thailand: A Strategic Growth Market
Mr. Tsoi emphasised Thailand’s pivotal role in the company’s regional growth strategy. With a growing young population and rapid urbanisation, the market offers immense potential. He noted that the toy and gaming industry in Thailand is projected to grow at a CAGR of 7.5% over the next five years.
To capitalise on this growth, Toys“R”Us is expanding its footprint with new store openings in high-traffic locations and remodelling existing stores, including the grand re-opening of the Icon Siam branch on January 9, 2025.
Innovation and Strategic Partnerships
Technology plays a crucial role in the brand's strategy. Mr. Tsoi discussed the integration of artificial intelligence to optimise store layouts, personalise customer experiences, and enhance marketing efforts. Strategic collaborations with global and local intellectual properties (IPs), such as Sanrio and Roblox, ensure the brand stays culturally relevant and ahead of industry trends.
Embracing Thai Cultural Elements
Toys“R”Us Asia is actively incorporating Thai cultural elements into its products and store designs. Partnerships with local designers and artists have resulted in exclusive collections that resonate with Thai consumers. The collaboration with the local brand "Butter Bear" has proven highly successful, with the "Butter Bear Operating Day" series becoming the top seller in the kidult category in Thailand.
Adapting to Changing Demographics
Thailand’s declining birth rate presents challenges for the traditional toy market, prompting Toys“R”Us to pivot toward the kidult segment. Currently accounting for 1/8 of the business, the company aims to increase this share to 1/3 in the coming years, tapping into a larger and more diverse customer base.
Looking Ahead: Ambitious Goals for 2025
With a focus on single-digit growth in 2025, Toys“R”Us Asia is poised for expansion through strategic initiatives, including:
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New Store Openings: Expanding in key locations to enhance market presence.
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Enhanced Customer Experiences: Leveraging technology to create seamless interactions.
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Exclusive Product Launches: Introducing fresh, exciting products tailored to evolving consumer preferences.
“The essence of Toys“R”Us is joy,” Mr. Tsoi concluded. “Our mission is to bring that joy to as many people as possible, in new and unexpected ways.”
Under the visionary leadership of Mr. Leo Tsoi, Toys“R”Us Asia is embarking on an exciting new chapter. By embracing innovation, cultural relevance, and customer-centric strategies, the brand is well-positioned to thrive in an increasingly competitive landscape. The future of Toys“R”Us Asia lies not just in selling toys, but in creating memorable experiences that transcend generations.
About Toys“R”Us Asia
Toys“R”Us Asia’s vision is to fuel imagination and inspire our next generation through the power of toys and play. The company’s mission is to be the trusted toy leader, providing premier toys and inspiring play experiences for both kids and kidults.
Toys“R”Us Asia, headquartered in the Hong Kong SAR, currently operates more than 450 stores across Asia. This includes locations in Mainland China, Japan, Malaysia, the Hong Kong SAR, Singapore, Taiwan, Thailand and Brunei. The company also licenses over 90 additional stores in the Philippines and the Macau SAR. In addition to these brick-and-mortar locations, Toys“R”Us has an eCommerce presence on major Asian shopping platforms as well as its own online stores serving each market (www.toysrus.co.th)
We offer a carefully selected range of quality local and international brands, and innovative and exclusive products. We also provide engaging loyalty programs as well as interactive and immersive in-store play experiences that inspire learning at every stage of a child’s development.
Toys“R”Us Asia (Holding) Limited and its subsidiaries function as independent legal entities, operating separately from all other Toys“R”Us companies globally.

