Opening 50 stores to fill the void left by Geoffrey

Steve’s breakdown: If Party City wants to do this right, they better have an amazing marketing plan. Just opening pop-up stores and expecting people to show up is no strategy.

ELMSFORD, NY: Party City is looking to fill the void left by the demise of Toys “R” Us — at least for the holiday season.

The party supplies giant on Monday announced plans to open about 50 pop-up stores nationwide under the Toy City banner. The pop-ups will be located alongside Party City’s seasonal Halloween City stores, with both concepts opening in early September. The toy stores will operate throughout the holiday shopping period.

“The creation of a Toy City concept to complement our temporary seasonal retail strategy is a logical extension of our brand; one that will allow us to leverage our existing pop-up store capabilities and capitalize on the category whitespace that has recently been created,” stated James M. Harrison, CEO, Party City.

In addition, the retailer will test an expansion of its online assortment of toys.

“We’re excited to increase our toy assortments while still remaining focused on our core seasonal offerings,” said Harrison.

Party City’s retail operations include over 900 specialty retail party supply stores (including approximately 150 franchise stores) throughout North America operating under the names Party City and Halloween City, and e-commerce websites.

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