tail experiences with a colossal funnel slide, interactive ball-shooting games, thrilling obstacle courses, and a giant plane structure, delivering a ‘flight’ experience that promises family adventures and Instagram-worthy moments. Under the leadership of Adelene Teo, general manager for Singapore, Brunei & Thailand, Toys R Us has not only reinvented its store design but also curated an exclusive range of merchandise, paying homage to local icons and inviting international collectors to explore unique offerings.  “Jewel Changi Airport is Singapore’s crowning jewel. It has changed the traditional retail mall concept by offering both local residents and international visitors a truly enriching and immersive experience,” Teo told Inside Retail. “This aligns seamlessly with Toys R Us’ mission of creating a space where both kids and adults can indulge in the joy of in-store play experiences, together with a thoughtfully selected range of products. Through this experience, we aim to inspire and ignite the imagination of all who step foot into our stores.”  The collaboration with Kiztopia to create an aviation-themed indoor play park is a novel approach for Toys R Us, Teo said, and this reflects the company’s mission to continually upgrade the customer in-store experience. “This is part of our transformation journey, to breathe new life into the traditional toy retail industry, redefining what it means to step foot in a toy store. Our unwavering mission is to fuel the imagination and inspire our next generation through the power of toys and play,” she noted. The store’s design language has also been updated, drawing inspiration from the timeless art of Piet Mondrian.  “The new design creates a clean and uncluttered space, serving as a captivating backdrop that allows our products to take centre stage. Together with a simplistic colour palette and new shelving system which provide clear visibility of the products, this enhances the navigation and shopping experiences for our customers,” Teo elaborated. Exclusive merchandise The Jewel store has exclusive merchandise such as Merlion Plush, the Mr Koifish Series and partnerships with Mighty Jaxx International and Funko Pop for exclusive collectibles.  According to Teo, the Toys R Us team handpicks the product range based on an understanding of customers’ interests and needs. Through the product range, the retailer aims to create an environment where “customers can discover and indulge in items that fuel their imagination.” “We are all about creating interactive and immersive in-store play experiences that ignite the imagination and inspire individuals of all ages. Through these experiences, we aim to create lasting memories while fueling imagination, fostering the joy of play,” she said. Her aim is not only to provide exceptional products but also to create a destination where every individual and interest group can immerse themselves in a world of discovery and entertainment. She is confident that the combination of exclusive merchandise and thematic designs will make this store a must-visit destination for travellers and locals alike. Keeping things fresh It’s always a challenge for a company like Toys R Us to keep the customer experience dynamic and engaging over time. As the toy industry landscape continues to evolve, Teo aims to stay at the forefront of trends and offer cutting-edge products and experiences. “We have many exciting collaborations coming up this year which offer exclusive in-store experiences and products to all our customers. So stay tuned,” she stressed. Under her mandate, the company continues to adapt its offerings to suit the diverse preferences and interests of its customers in the key markets of Singapore, Brunei and Thailand. “We take great pride in prioritising the customer experience. Recognising the unique characteristics of each market, including different cultures and interests, we strive to tailor our products and services to meet the specific needs of every customer,” she explained. Looking ahead, Teo has lofty aspirations for the brand in the key markets under her purview, as she looks towards continually evolving the brand’s presence and offerings in the region. “This is only the beginning of Toys R Us’ transformation. We will continue to push the boundaries, breathing new life into the traditional toy industry, fueling the ‘impossible’ imagination of generations, creating a new form of self-expression that brings out their true self,” she concluded.