Toys R Us Asia has marked 40 years of operations in Hong Kong with the revamp of its Ocean Terminal flagship at Harbour City, positioning the store as a showcase for its experience-led retail strategy and growing focus on pop culture-driven merchandising.
First entering Hong Kong in 1985, the retailer has built one of its longest-standing market presences in the city, which continues to serve as a strategic hub for its regional operations. Today, Toys R Us Asia operates more than 450 stores across 10 markets in Asia, including Mainland China, Southeast Asia and India, with over 10 stores in Hong Kong alone.
The revamped flagship introduces a series of dedicated branded zones featuring global and regional intellectual properties, including Pokémon, Tomica, Bandai, LEGO, Nintendo, Sanrio, Sylvanian Families, Transformers and VTech. Several of these concepts are being introduced in Hong Kong for the first time.
Key highlights include an integrated Pokémon Play Lab and a Tomica Brand Store offering more than 2,000 die-cast models, alongside a Nintendo gaming trial zone, a Sanrio-themed retail space, and a VTech and LeapFrog play area designed to encourage parent-child interaction. The store also features themed zones aligned with local culture and current consumer trends.
“Toys R Us recognises the growing demand from children, Gen Z, and ‘Kidults’ for pop culture and emotional value,” said Leo Tsoi, CEO of Toys R Us Asia. “We will continue to introduce animation IPs, collaborative merchandise, and proprietary products, creating more resonant play and collectible experiences tailored for consumers in Hong Kong and across Asia.”
The Ocean Terminal revamp underscores the company’s strategy to transform physical stores into immersive destinations, blending retail with interactive play while expanding its appeal beyond children to include adult collectors and broader lifestyle-focused consumer segments.
