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Wednesday, August 29 2018 16:32

Video: The Toy Insider Takes You Inside TOY CITY!

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In the toy world, one of the biggest happenings of fall is the arrival of Toy City. Launching now alongside Halloween City pop-ups in around 50 cities (I revealed the store list exclusively last week), this is Party City's big foray into filling the seasonal gap left behind following the collapse of Toys "R" Us this year. There've been many questions from both consumers and industry players alike, and as I mentioned in my recent feature at The Toy Book, the launch of Toy City was a hot topic during the Future of Toy Retail panel that I took part in at San Diego Comic-Con. So what will these stores look like? The Toy Insider's Jackie Breyer gives us a tour in this new video showcasing a Toy City location in the former Toys "R" Us in Rockaway, New Jersey. Check it out...

Indeed, the season is starting off with some well-stocked stores featuring three main aisles of toys, very much akin to how the Toys "R" Us Express seasonal pop-ups once operated. And yes, for those with a keen eye - those actually are the same wire shelving units from those Express stores, with Party City having acquired those during the TRU liquidation process.

As these are seasonal, there's a strong emphasis on product meant for holiday gifting - ideally stuff that will move fast alongside a lot of impulse items. Personally, I have not seen the pricing yet, so I can't report on that aspect, but that's one of the key points of concern that I've had since these stores were announced. 

Do you have a Toy City near you? I'd love to hear about it! Drop me a comment or hit me up on twitter @TheRockFather with your thoughts after visiting the store.

James Zahn

James Zahn is best-known as The Rock Father™, a media personality, commentator, adventurer and raconteur. He is the Owner, Publisher, and Editor-in-Chief of THE ROCK FATHER™ Magazine. In January, 2019, after nearly a decade of publishing The Rock Father™ Magazine, he joined Adventure Media and Events as Senior Editor of The Toy Book—the leading trade publication for the toy industry since 1984, as well as The Pop Insider — a destination for all things pop culture, and The Toy Insider — the leading consumer guide for toys and games. He is also editor of The Toy Report, a weekly newsletter published by The Toy Book each Thursday. Zahn has over 27 years of experience in the entertainment, retail and publishing industries.

He regularly serves as a Brand Ambassador and spokesperson for several Globally-recognized pop culture and lifestyle brands in addition to consulting for a number of toy manufacturers. 

Creatively, James has directed/edited music videos, lyric videos, and album trailers for bands such as FEAR FACTORY, has appeared as an actor in feature films and commercials, written comic books, and performed in bands. He currently serves as an artist manager and video director for PRODUCT OF HATE, whose debut album was released by Napalm Records in 2016, distributed by ADA/Warner Music in the U.S. with Universal Music handling global. A new album has been completed and is set for release this year.

Zahn and/or his work have been featured in/on CNN, NBC, ABC, WGN, CBS, GCTN, G4, The Chicago Tribune, Forbes, MarketWatch, Reuters, BusinessWire, Fangoria, Starlog and more. He's appeared as a music expert on CNN's AC360 alongside Anderson Cooper, and has been interviewed by Larry King. In the past he served as a writer for the Netflix Stream Team,  Fandango Family and PBS KIDS, penned articles for Sprout and PopSugar, and was a contributor to Chicago Parent.

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