Kidsland Introduces International Legendary Toy Brand FAO Schwarz Opens First Asian Flagship Store in Beijing

May 27, 2019 11:45 JST

Source: Kidsland International Holdings Limited

Charts New Height for Quality Retail Experience
Reinforces Leadership in China's Toy Retail Industry

HONG KONG, May 27, 2019 - (ACN Newswire) - Kidsland International Holdings Limited ("Kidsland" or the "Group"; stock code: 2122), the largest toy retailer and distributor in China, has announced that it has introduced FAO Schwarz ("FAO"), an international legendary toy brand store with 157 years of history, recently opening the brand's first Asian flagship store in Beijing. As an industry leader, the opening of the flagship store represents an important step in Group's strategic elevation, underscoring its efforts to set new benchmarks for quality retail experience, as well as stimulate demand and lead industry development. The move is also proof of the Group's position as the preferred partner of international toy brands to enter the China market and further consolidates its leadership in China's toy retail and distribution industry.

FAO Beijing flagship store is uniquely decorated, building a toy kingdom for customers, to create unique experience and spreading the "happy playful" concept.

Mr. Lee Ching Yiu, Chairman and CEO of Kidsland, gave a speech and introduced FAO Beijing flagship store to guests.

The FAO Beijing flagship store is located at China World Mall in a prime shopping and lifestyle district. Staff attired in soldiers' uniforms from Grimm's Fairy Tales greet and escort customers in the 30,000 sq.ft. store at the entrance, as if they were leading the customers to a toy kingdom. These "soldiers" march both inside and outside the store, interacting with customers daily. There is also a special welcoming ceremony for VIP customers. Besides, the store also features "toy demonstrators" who invited customers to play together with the toys, thus creating unique experiences, spreading the "happy playful" concept and more strongly bonding with consumers.

The "toy soldiers" and "toy demonstrators" belong to the dedicated "user experience" team set up for the FAO store in China World Mall, which accounts for 20% of total staff at the store. They are trained overseas and the related training expenses are more than two times that of other departments, demonstrating the Group's emphasis on quality experiential retail experience. Through a variety of experiences, the Group hopes to forge closer connection among toys and people and also among people themselves.

Moreover, as part of an unforgettable experience, the furnishing and decoration of the store cannot be overlooked. Apart from displaying many toys under famous brands from around the world, the store offers many distinctive toys as evidenced by descriptions such as "the first time", "the only" and "limited edition" in the store and the store itself has been graced with 11 titles of "the first in the world" or "the first in China", it is bound to become a new pilgrimage landmark for kids, parents, tourists and KOLs.

Founded in 1862, FAO is one of the oldest toy stores in the world. Apart from selling high quality, premium toys, FAO is also known for presenting an innovative retail experience with treasured memories to customers from around the world. FAO has returned to New York on 16 November 2018 where It opened a new flagship store covering 20,000 square feet at Rockefeller Center in Manhattan, which has fast become a famous tourist attraction.

Kidsland is the largest toy retailer and distributor in China. As the public's most preferred international branded toy platform, it has been dedicated to introducing the hottest and trendiest toys and the most comprehensive toy range and shopping experience. The Group has the most comprehensive online and offline integrated sales network in China. As at 31 December 2018, it has a total of 257 independent stores in 44 cities and has 519 self-operated consignment counters, with 931 distributors covering more than 3,000 additional points-of-sale. Kidsland also represents multiple brands to operate 18 online stores in China, making it the leader as an e-commerce operator in terms of business scale and income. Its leadership, concepts and experience in brand building, value appreciation and maintenance, outstanding marketing capability, and flexible use of online and offline marketing strategies have helped Kidsland to create a track record of helping international toy brands to build a strong brand image and consumer base in China. Thus it has become the preferred partner of well-known international brands including FAO for developing the China market.

Mr. Lee Ching Yiu, Chairman and CEO of Kidsland, said, "The introduction of FAO into China reflects our confidence in the potential of the Chinese economy and market development. We believe there is strong demand for quality toys among families and young people, so this is an important advantage for Kidsland to provide quality experiential retailing there. In this way, we hope to serve as a bridge, enabling Chinese consumers to experience the latest and best toys in the world. FAO plans to open a large flagship and several medium-sized stores in China in the next two years. We will also establish a kidsland experiential retail flagship store, and in the coming one to two years, we will open a mid-sized kidsland retail store to bring an enriched retail experience to wider spectrum of the public".

About Kidsland International Holdings Limited (stock code: 2122)
Kidsland International Holdings Limited ("Kidsland" or "the Group") is engaged in retail, wholesale, e-commerce and brand operation of toys and infant products in China. As the largest toy retailer in China, it has over 18 years of industrial experience. The Group owns the most comprehensive online and offline sales network in China. Currently, its self-operated offline retail system includes "kidsland", "Babyland", "LEGO Certified Store" and "FAO Schwarz". With concepts of and experience in brand building, value appreciation and maintenance, outstanding marketing capabilities, flexible use of online and offline marketing strategies, Kidsland has a successful track record of helping international toy brands to build a strong brand image and consumer base in China.

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Source: Kidsland International Holdings Limited
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