Claire’s to open in-store shops in Toys ‘R’ Us

Wayne, N.J. -- Toys “R” Us and specialty retailer Claire’s have entered into a global partnership to open nearly 100 Claire’s in-store shops in Toys “R” Us locations across Europe, along with 12 U.S. locations, by year-end. The shops will feature an assortment of jewelry, headbands, hair and fashion accessories, jewelry holders, legwear, seasonal items and more. The rollout follows a successful pilot program in Europe.



Two Claire’s in-shop locations in New York City will debut this week, with one in Toys “R” Us Times Square and the other in FAO Schwarz. (These larger shop locations will be the only stores to feature ear piercing services).



The additional 10 locations in the United States are expected to be open by the end of October and will be located in Murrieta, California; Colorado Springs, Colorado; Jensen Beach, Florida; Florence, Kentucky; Waldorf, Maryland; Henderson, Nevada; Toledo, Ohio; Tulsa, Oklahoma; Philadelphia, and Houston.



“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 of the board and CEO, Toys “R” Us, Inc. “We continue to explore new concepts that bring fresh merchandising content and offerings to our Toys ‘R’ Us customers around the world.”



Claire’s in-store shops at Toys “R” Us will feature Claire’s signature purple signage, as well as gray fixturing coupled with moveable display floor racks. The shops will vary in size by location.



“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, CEO, Claire’s Inc. “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.”



The two brands will support the launch with a cross-promotional program, inclusive of targeted email marketing, social media and signage within participating Toys “R” Us stores.