Walmart Pop-Up May Rival Toys ‘R’ Us Express
In 2009, Toys "R" Us opened 90 of its Express
pop-up stores for the Christmas selling season. Having achieved success, the
company decided to open roughly 600 Express locations this past holiday. The
pop-up locations averaged around 4,000 square feet.
A RetailWire poll
before the holiday showed 50 percent of respondents expecting the pop-up locations
to provide Toys "R" Us with a big lift for the
season with the balance expecting the Express stores to give it a medium or
Results, according to unnamed sources who spoke to the New York
were below expectations. While many locations performed well, the chain probably
took space in some poor locations.
Another factor that may have affected results
were higher than expected prices for space, reportedly bid up from competitors
including Walmart. Another unnamed source told the Post that Walmart
considered setting up toy-themed pop-up locations although it eventually decided
Looking ahead to this holiday season. Toys "R" Us appears
intent on pursuing its pop-up store strategy again. The question is whether
Walmart, with much of its focus on opening small format stores, will go the
pop-up route as well.
"There’s still the perceived threat that the machinery is now in place
and Walmart might try to hit them this year," a source told the Post.
Discussion Questions: Do you see pop-up locations playing as big a role for toy retailing this holiday season as in past years? What do you think about the launch of a toy-themed pop-up concept for Walmart?