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Toys R Us, Candytopia team up to open experiential pop-ups

Tru Kids Inc., the new parent company of Toys R Us Inc., partnered with indoor theme park Candytopia to open experiential playrooms called The Toys R Us Adventure.

Candytopia has interactive art installations that are made of candy and various sweets.

According to a Sept. 19 release, Toys R Us Adventure will feature interactive playrooms, art installations and Toys R Us mascot Geoffrey the Giraffe. The full sensory brand and play experience will also feature toy vendors such as Melissa & Doug, Spin Master's PAW Patrol brand and animal figures maker Schleich, the company said.

Tru Kids said the Toys R Us Adventure pop-ups will open at Brookfield Properties in Chicago and at EDENS' Lenox Marketplace in Atlanta in late October.

The pop-ups will remain open throughout the 2019 holiday season before moving to other major U.S. cities in 2020, the company added.