FATHERLY: THE PLAYROOM

TYPE

Pop-Up Space

Involvement

Creative + Design, Fabrication, Production + Management

Location

New York, New York

Ambition

Fill the void left by the closing of Toys “R” Us earlier in 2018 with a family-friendly, holiday shopping experience that is hands-on and experiential in nature.

Action

We worked closely with the Fatherly team from pre-sales to development and production of The Playroom.  The pop-up featured a number of brand partners like LEGO, RXBar, and littleBits, among others, allowing kids and their parents to get hands-on with these brands’ products.  The experience culminated in the Snow Cave of 100 Toys, which was an interactive representation of Fatherly’s annual 100 Best Toys of the Year editorial feature. Unique QR codes were displayed throughout the environment to create a discrete, pressure-free, shoppable environment for parents holiday shopping for their families.
Across the four-day pop-up, there was programming ranging from arts and crafts and musical performances to a visit from Santa.

Impact

Over 2,200+ guests in attendance, hundreds of toys demoed, features across the New York Times, Inc., and popular local and national parenting sites, and an infinite number of hours filled with laughter and imaginative play by our little guests!