Toy retailer Cubcoats has partnered with Amazon to create a pop-up experience at the Del Amo Fashion Center in Torrance, California, open now through Jan. 5.
Cubcoats was the bestselling product in stuffed animals and plush toys on Amazon Prime Day, which led to the creation of Cubcoats x Amazon IRL, an interactive pop-up space that allows children to experience the popular stories behind each character through photo opportunities, interactive adventures and special programming.
"There's a real sense of magic when a kid witnesses the plushie transform into a hoodie for the first time. We want to put that feeling front and center. Through their adventures at Cubcoats x Amazon IRL, our cubs inspire positive messages that tie in naturally with our magical product. Cubcoats is excited to merge the worlds of eCommerce and brick-and-mortar to be able to bring this unique world to life," Cubcoats CMO & Co-Founder Zac Pak and Cubcoats VP of Design & Creative Mimi Chao said in a press release.
The pop-up will feature exclusive Cubcoats characters such as Kali The Kitty, Sao The Sloth and Uki The Unicorn from their Signature Series and Hello Kitty, Spider Man and Frozen from the Licensed Collection.
Earlier this year, Amazon decided to close down all 87 of its pop-up stores in the United States. The stores were mostly used to show off items like Alexa devices and to let customers trade in old tablets for credit.
The eCommerce giant hasn't given up on brick and mortar, though. Its 4-Star stores in select locations allow customers to test out Amazon devices and smart home accessories that work with Alexa. Digital price tags alongside every product show the Prime price and list price. Prime members pay the Amazon website price in stores; customers who aren’t already members can sign up for a free 30-day trial and receive the Amazon website price in-store.
The company also has several bookstores in the U.S. and owns Whole Foods.