WeCool Toys have launched an immersive and brightly coloured in-store display at Toys R Us, located in the flagship Yas Mall, Abu Dhabi. This high-visibility fixture showcases WeCool’s most popular lines, including the Compound Kings range with a wide range of slimes and compounds, the iLY craft activities range featuring the best-selling Sticker Maker, and the innovative Magic Trace drawing range.
The collaboration was initiated when general manager, Bash Ramzan (Toys R Us), and the buying team met WeCool Toys at the Nuremberg Toy Fair. Recognising the brand’s growth and customer appeal, the retailer extended an invitation to create a standout branded experience within its Yas Mall location.
“Everything went smooth, and the finish and the execution is perfect. It’s really elevated the brand”
Designs were conceptualised and executed by SAPP International, known for cutting-edge retail display technology, and expertly managed by First Group International, who oversaw all stages of approval, refinement and implementation.
Biju and Omar, the spokespersons from First Group International who orchestrated the project, noted that while design approvals and mall compliance were the main challenges, the collaboration with SAPP and the Toys R Us team ensured an efficient and well-managed roll-out.
“Everything went smooth, and the finish and the execution is perfect. It’s really elevated the brand,” said Bash Ramzan. “We know there’s the market for compound and nobody does compound better. We are very positive and happy with the results and we’re confident with a few tweaks, working with First Group, that [WeCool Toys] will start to see some huge growth coming soon”.
The installation, combined with scheduled weekend events, is intended to create an engaging experience for both children and parents, encouraging them to explore WeCool’s range of creative and sensory toys. These in-store demonstrations such as jewellery making and sensory play activities will begin in late-August and coincide with the back-to-school period, drawing in the returning customer base. As Omar explains, “the aim for it and the aim for this whole thing… is to bring people in and to interact with the products”.
Stephanie Baker, Global Brand Manager at WeCool Toys, sees this installation as the first step in a wider global strategy for the brand’s retail presence. “It’s our shop window, and an example to other regions, distributors, and retailers, about how you can do a best practise brand execution.”
