Melissa & Doug Enters Physical Retail With NYC Store
In an era in which most companies are betting big on digital experiences, in-person interactions continue to hold space. The latest example of this comes from toy brand Melissa & Doug, which is opening its first-ever physical retail store on October 6 in New York.
As the company's first brick-and-mortar location in its 35-year history, the 1,600-square-foot store will feature a wide selection of the brand's top-selling toys across categories. The “designed-to-inspire” brick-and-mortar location will bring the brand to life in innovative ways consumers have not seen before, the company said.
"Melissa & Doug has been a mainstay in the toy industry for nearly four decades, helping families ignite imagination and create lifelong memories together," said CEO Fernando Mercé in a statement.
“We're always looking for new ways to share our important purpose and quality toys with consumers, especially during the gifting season,” Mercé added. “We're thrilled to open our first-ever retail store where consumers can discover and shop a curated selection of open-ended, screen-free toys for their little ones."
Companies Entering Physical Retail
While there are a slew of enterprises who fare well with a balanced omnichannel approach, there continues to be a subset of companies with a strong online DTC presence that then embark on brick-and-mortar journeys years after becoming established brands.
Consumer goods companies that have recently invested in physical spaces include Newell with its content incubator kitchen, Nike’s World of Flight store in Japan, and Amazon’s first fashion store.
Nearly one-third of the U.S. consumers surveyed in Forrester’s Retail Benchmark Recontact Survey last year said they enjoy getting out of the house and shopping in physical stores. For 2023, the company expects offline retail sales growth rates to settle back at pre-COVID levels, boasting sales-driving advantages like “tangible experiences, immediate gratification, physical product comparison, social interaction, and personalized assistance.”
The Melissa & Doug Store Experience
The store is located on Level 3 of The Westchester, a shopping mall in White Plains, NY, just outside New York City and near Melissa & Doug headquarters in Wilton, CT. Inside, consumers will find top sellers and new products throughout the store with trained brand ambassadors at the ready to assist them with their shopping experience.
Families can also expect small engaging moments throughout, including a spot where kids can measure how many "scoops of ice cream" tall they are, as well as exclusive take-home activities.
The Melissa & Doug retail store will open its doors with prize giveaways, product demonstrations, and “fun surprises” for its first customers. Melissa & Doug will be supporting the store and driving traffic through in-mall signage, media and press events, local marketing efforts, and sponsorship of the mall's Santa Experience.
"Families really look to Melissa & Doug when seeking toys that inspire imaginative, screen-free play especially in those first few years," said Bridgette Miller, chief marketing and sustainability officer, in a statement.
"When designing a shopping experience for parents and caregivers, it was important for us to create an environment that really represented this. Adults and children alike will love walking into our store and seeing the brand come to life!" Miller added.
A version of this article first appeared on the site of sister brand RIS.
