It will do so in collaboration with Ripley through shop-in-shop formats (a store within a store). The plan, in parallel, is to boost the toy sector through online channels.
The 1980s and 1990s were the heyday of toy stores around the world. But that changed in the last 25 years as children began to demand technology and video games, rather than bicycles, racetracks, stuffed animals, or dolls.
Both major brands (Mattel, Hasbro, Lego, among others) and retailers in the sector have had to weather a series of economic setbacks—including bankruptcies and branch closures—but they have managed to recover and captivate children once again.
In addition, they found new target audiences: collectors and adults who, now with purchasing power, buy the toys they dreamed of having in their childhood.
And without going any further, the iconic American chain Toys “R” Us is now preparing its arrival in Chile and hopes to be operational in the last quarter of this year.
According to Emol , the company will establish itself in our country with Ripley through "shop-in-shop" formats (a store within a store).
The plan, in parallel, is to promote the toy industry through online channels.
Toys keep coming back to life
2018 was one of the most difficult years for the toy industry.
That year, Toys “R” Us even declared bankruptcy and liquidated its operations in the United States.
But three years later, it was purchased by WHP Global, boosting its presence in more than 30 countries and currently generating at least US$2 billion in sales.
Mattel, for its part, had some promising results in 2023 thanks to the Barbie movie: global gross sales in its doll category grew by 27%; and Hot Wheels and Fisher-Price were not far behind.
Locally, Otto Kraus, Rochet, and Ansaldo were havens of children's fantasy in the 1980s and 1990s. Today, only the latter company survives, having been in business for over 120 years.
Village—which returned in 2018, 12 years after its bankruptcy—was also part of the toy rush, as in addition to obituaries, packaging, and cards, its display cases also featured stuffed animals and dolls.
