Toys “R” Us seeks young fashionistas

Leading accessories retailer Claire’s plans to open 100 of its distinctive branded shops with thousands of products within Toys “R” Us stores worldwide by year end and alluded to the possibility of more locations to come.



The arrangement between Toys “R” Us and Claire’s follows what the companies described as a successful pilot program in Europe. Accordingly, most of the 100 Claire’s branded shops will be located in Toys “R” Us stores throughout Europe. However, there will be 12 locations in the U.S. open before year end, including two locations set to open this week at the company’s flagship Toys “R” Us and FAO Schwartz stores in New York. Additional U.S. locations scheduled to open by the end of October will be located in Murrieta, CA; Colorado Springs, CO; Jensen Beach, FL; Florence, KY; Waldorf, MD; Henderson, NV; Toledo, OH; Tulsa, OK; Philadelphia, PA; and Houston, TX.



Shoppers will be able to choose from thousands of products found in Claire's stand-alone stores, including a unique assortment of jewelry, headbands, hair and fashion accessories, jewelry holders, legwear and seasonal items. The new shops will feature distinctive purple Claire's signage, as well as gray fixturing coupled with moveable display floor racks. The two brands will support the launch with a cross-promotional program that includes targeted email marketing, social media and signage within participating Toys "R" Us stores.

"Claire's has long been a destination for young fashion-forward shoppers looking to find the most trend-right accessories, and we're delighted to bring their expertise to our tween business," said Antonio Urcelay, chairman and CEO of Toys “R” Us. "We continue to explore new concepts that bring fresh merchandising content and offerings to our Toys "R" Us customers around the world."



"We are excited to expand our Claire's global footprint to Toys"R"Us locations across the globe and expose new customers to our fashionable brand," said Beatrice Lafon, Claire’s CEO. "The Claire's shops in Toys "R" Us stores will offer consumers a constantly refreshed assortment of the hottest trending jewelry and accessories for which Claire's is known."



Toys “R” Us operates 877 stores in the U.S. and Canada and 710 international locations while Claire’s operates 3,114 stores.