Toys“R”Us Asia promotes a return to real-world play

Toys“R”Us Asia is calling for a renewed focus on physical play as governments in several countries introduce restrictions on social media use for children and teenagers.

Moving toward restrictions for users under 16

Australia, Brazil, Indonesia, Malaysia, and the United Kingdom are among the countries introducing or moving toward restrictions for users under 16, while France and Greece are also considering similar measures. The developments come amid growing concerns about excessive screen use and its impact on young people’s mental health.

Against this backdrop, Toys“R”Us Asia says toys and physical activities can provide children and families with meaningful alternatives to spending time online. Acting Co-Chief Executive Officer Johnny Mui said hands-on play can support creativity, resilience, confidence, and social connections.

“Live Toyful” concept

Over the past three years, the retailer has developed its “Live Toyful” concept, which aims to make play a regular part of everyday life rather than an occasional activity. The company sees the changing approach to screen time as an opportunity to encourage families to reconnect through shared, offline experiences.

The renewed interest in traditional forms of play is also reflected in the popularity of products such as Beyblade and the Pokémon Trading Card Game. Toys“R”Us Asia says these activities increasingly bring different generations together, with parents and children playing and competing alongside each other.

Blind boxes are another example of physical play that appeals particularly to teenagers and young adults. The element of surprise, combined with the ability to collect, exchange and display the products, creates an experience that can be shared with others.

Adapting the retail formats

The company is also adapting its retail formats to changing consumer habits. Smaller stores and interactive concepts, including TOMICA BRAND STORES, TOMICA FACTORY in Malaysia, and Pokémon Play Lab in Hong Kong, are designed to provide customers with opportunities to explore, build and play.

Toys“R”Us Asia operates approximately 450 stores across Mainland China, Japan, Malaysia, Hong Kong, Singapore, Taiwan, Thailand, and Brunei, alongside more than 90 sub‑licensed stores in the Philippines and Macau.

Source: https://www.prnewswire.co.uk/news-releases/toysrus-asia-leads-the-return-to-play-302865672.html