The brand’s immersive branded retail installation at Toys R Us in Abu Dhabi was named Display of the Year at the 2026 Pulse of Play Awards
WeCool Toys scooped Display of the Year at the 2026 Pulse of Play Awards for its collaboration with Toys R Us, Yas Mall in Abu Dhabi.
The award‑winning immersive branded retail installation was designed to bring WeCool’s vibrant, creative world to life through an interactive in‑store experience. Featuring illuminated signage, bold visual elements, and hands‑on demo areas, the installation was built to allow families to engage directly with the brand’s best‑loved product ranges.
Developed in collaboration with Toys “R” Us Middle East, SAPP International, and First Group International, the activation showcases WeCool’s most popular lines through an engaging blend of product storytelling, sensory play and live demonstrations. The installation’s central demo table and guided customer experience have made it a standout destination within the flagship retail space.
“We’re incredibly proud to see this in‑store activation recognised by the Pulse of Play Awards,” said Amber Andrews, Account Director at SAPP International. “We designed this to stop people in their tracks, invite them into the brand story, and to play! We’re thrilled to see that vision come to life and enjoyed by all who visit. This award is a testament to the creativity and collaboration behind the project, and we’re delighted the result resonated so strongly.”
Winning Display of the Year reinforces WeCool’s bold retail vision and shows the power that international collaboration has in bringing activations like this to life.
