Party City's Toy City concept is something I've been covering for a few months now, and now that the holiday shopping season is truly upon us, it's time to get serious about toys! With over 50 temporary Toy City pop-up store locations now open throughout the U.S., Party City today unveiled its Black Friday ad and 2018 Top Toys List! There's familiar picks (including some from The Rock Father's Holiday Wish Guide™) and some unique ones as well, from Rainbowcorns and robots to Hatchimals, dinosaur slime, Harry Potter, and everything in between. Let's take a look!

Back in June, Party City  officially announced that they'd be going after some of the business left behind in the wake of the Toys "R" Us collapse by opening 50 Toy City pop-up stores this holiday season. By pairing them with existing Halloween City pop-ups, they'll be able to test the waters for future seasonal expansion by utilizing locations where they already have great deals on short-term leases on the space. While it's been quiet over the summer, customers and those in the toy industry have been eagerly awaiting news on where these locations might be - something I keep getting asked about. Though the official announcement hasn't come down just yet, I can exclusively reveal the locations of 46 Toy City pop-up stores, with the list being published for the first time anywhere right here on The Rock Father™ Magazine. Is there a Toy City opening in your town? Find out below...

The demise of Toys "R" Us has an unexpected upside - other retailers are starting to get more creative and enthusiastic about the business of play. Following rumors of adding an expanded selection of toy offerings in their Party City stores, Party City Holdco Inc. has announced the company’s strategic decision to expand its temporary store offerings through the piloting of approximately 50 new ‘Toy City’ pop-up stores. Party City will launch the new, temporary Toy City locations alongside its Halloween City pop-up stores in select markets across the U.S.