CEO INTERVIEW: Toys 'R' Us Asia banks on 'kidults' to drive toy sales

Teens and adults are buying beloved toy brands from the 80s and 90s.

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Picture a toy store where every corner sparks a childhood memory and every display features the latest trends. Toys "R" Us Asia is making that possible ble with a fresh concept-blending nostalgic favourites with innovations to entice the young and young at heart.

This blend of old and new is evident in their offerings for the growing "kidult" market, where known childhood brands are paired with collectibles.

The goal is to create "a space where anyone - whether they're reliving a treasured memory or discovering something new-feels at home," Toys "R" Us Asia (Holding) Ltd. CEO Leo Tsoi told Retail Asia.

"We've worked hard to modernise our stores whilst preserving the magic that so many of our customers remember from their childhoods," he said. "Our new designs feature digital elements and contemporary layouts, but we never lose sight of the classics."

'Bold new roadmap' Technology also plays a key role in enhancing the shopping experience at Toys "R" Us stores. Tsoi said the company has been integrating artificial intelligence (AI) into store designs to improve both customer and staff experiences.

Drawing on lessons from the tech-driven Chinese market, the company has refined platforms like point of sale systems, e-commerce, customer relationship management, and order management systems, which are now being rolled out across Southeast Asia.

Tsoi said the aim is to create seamless in-store and online interactions that appeal to all generations.