Toys "R" Us Asia embraces 'kidults' with new brand promise

Toys"R"Us Asia has unveiled a bold new brand promise, "Live toyful", marking the exciting culmination of a two-year transformation. Launching regionally this month, this campaign expands the brand’s appeal beyond families and children to embrace "kidults", celebrating play as a vital part of everyday life for all ages.

Grounded in extensive consumer insights from the 2024 consumer study, the Live Toyful philosophy responds to a cultural shift where modern consumers seek playful moments amidst their busy routines. Gen Z in particular views play as essential for stress relief, self-expression, and forming social connections, embracing toys, collectibles, wearables, and nostalgic items.

In light of this, Toys"R"Us Asia aims to integrate itself into daily life not just as a retailer but as the premier destination for toys, play, and lifestyle products that enhance everyday experiences.

To meet the needs of this evolving customer base, Toys"R"Us Asia has undergone a two-year transformation, introducing seven generations of concept stores designed with immersive layouts, curated experience zones, and cross-generational appeal.

In a conversation with MARKETING-INTERACTIVE, Leo Tsoi, CEO of Toys"R"Us Asia, said "Live toyful" is not a one-off campaign, but the result of a two-year brand transformation that sets the foundation for the brand's long-term direction across the region. "More than just refreshing our look and feel, 'Live toyful' is about redefining play as a lifestyle - and bringing that spirit into every interaction, experience, and product we offer." 

The campaign has launched regionally across all Toys"R"Us Asia markets, added Tsoi. "While individual market activations may vary, the brand promise is consistent - and here to stay. It represents our commitment to connect more deeply with today’s consumers across all touchpoints."

What makes "Live toyful" especially relevant now is how it reflects a cultural shift, according to Tsoi. "While children and families remain at the heart of our brand, we’re consciously expanding our focus to include kidults - Gen Z and young adults who embrace play as a form of self-expression, stress relief, and nostalgia. Our audience today values not just the products, but the stories, emotions, and experiences behind them."

In May 2025, the "Live toyful" spirit will debut in Shenzhen and Taiwan, with stores transformed into magical wonderlands for IP fans and kidults, creating a whimsical wonderland filled with thrilling surprises for fans of all ages. This marks the beginning of Live Toyful’s expansion, as its joyful spirit is set to spread across the region in the coming months.

Beyond the immersive store experience, Toys“R”Us Asia is bringing the spirit of "Live toyful" into every aspect of life. Through its exclusive private label, playpop, the brand now extends beyond traditional toys into lifestyle products - thoughtfully designed to spark joy in everyday moments. From playthings to daily essentials, every touchpoint is crafted to inspire a truly holistic toyful lifestyle.

“Our new brand promise, Live toyful, strategically positions Toys "R" Us Asia as more than a toy retailer—we’re redefining play as a lifestyle,” said Tsoi. "This evolution reflects our commitment to becoming an integral part of our customers' daily lives, creating meaningful experiences that inspire joy and resonate across generations."

Toys“R”Us Asia is launching food plush toys that represent local specialties across Asia, including fish ball, durian, amongst others, offering kidults a playful way to celebrate their favourite regional flavours.

Adding to the excitement, Toys“R”Us Asia teamed up with global brands to engage fans across the region. In partnership with Minecraft and Mattel, the retailer offered a special range of products tied to the Minecraft movie. To further enhance the experience, customers who purchased Mattel’s Minecraft items, including Minecraft Movie Feature Roleplay and Minecraft 3.25” Core Figures would receive a complimentary DLC code featuring a unique Minecraft character—bridging physical and digital play in a fresh and engaging way.

Toys“R”Us Asia has also teamed up with Zuru to introduce an exciting range of Mini Brands, showcasing miniature collectibles from various popular IPs. This new offering inspires limitless play and creativity for fans everywhere, inviting them to immerse themselves in imaginative adventures.

This thinking also informs how the brand has approached the campaign, said Tsoi. "It’s designed as an immersive, multi-dimensional experience — blending in-store transformations, storytelling, product launches, and collaborations with beloved IPs."

"Each market tailors its approach based on local insights, using a mix of digital and social media, influencer engagement, and PR to bring the message to life, both online and offline. Our recent partnerships with Minecraft, Mattel, and Zuru are great examples. These brands resonate strongly with multiple generations, and the collaboration allows us to bridge digital and physical play in ways that feel fresh and meaningful — particularly for Gen Z," he added.

Toys“R”Us Asia aims to signal its readiness to navigate the next phase of retailtainment. As the brand moves forward with new concepts, partnerships and product lines, it continues to build on its legacy while opening new opportunities for growth in an increasingly dynamic and diverse market environment.

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