Toys ‘R’ Us Opens MLB Feature Shops

Posted on by Chief Marketer Staff
MLB Feature Shops will
be housed in Toys “R” Us
locations this Spring

Toys “R” Us and Major League Baseball Properties have teamed up to showcase store-in-store MLB Feature Shops during April and May. Select stores around the country will also host a variety of special events, including personal appearances by MLB players during the season.

The stores will feature officially licensed MLB merchandise, including apparel, video games, baseball cards, sporting goods and collectibles. In addition, the shops will offer a number of exclusives to Toys “R” Us, including sport heroes portrayed as McFarlane Toys Sports Picks and collectible card sets from Topps.

Howard Smith, MLB senior VP-licensing, said in a statement that MLB Feature Shops will be in about 700 Toys “R” Us locations and on the Web site for the eight-week period. The Wayne, NJ-based retailer has approximately 1,500 stores worldwide.

On Opening Day in ballparks around the country, fans received a mini-catalog of MLB merchandise available in Toys “R” Us stores. Catalogs are also bound into the April issue of SI for Kids.

Consumers who purchase $20 or more from the MLB Feature Shop at Toys “R” Us will receive a commemorative MLB Opening Day pin while supplies last.


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