Starfield 'Toy Kingdom' to Open in Emart Byeollae Branch

Emart Toy Department Renewed and Reopened as Experiential ‘Toy Kingdom’

Installed Toddler Arcade Machines, Lego Zone, Photo Wall, and More

Sales per Unit Area Increased by 30% After Cheonggyecheon Branch Renewal

[Asia Economy Reporter Cha Min-young] Emart is transforming its existing toy departments into 'Toy Kingdom,' a concept that strengthens experiential content.

Emart announced on the 1st that following the Cheonggyecheon branch renewal last November, it renewed the toy department at the Byeollae branch into Toy Kingdom on the 28th of last month. The newly opened Toy Kingdom is a version of the experiential toy store Emart had been operating within Starfield, redesigned to suit large discount stores.

The key feature of Toy Kingdom is that unlike traditional toy departments mainly focused on product sales space, it significantly expanded experiential areas to about 20-30% of the store, creating a space and atmosphere where children want to stay. At Toy Kingdom Cheonggyecheon, toddler arcade machines such as the water gun game ‘Magician’ and fishing game ‘Happy Fishing’ are installed. In addition, there is the 'Lego Brick Pool' where children can freely play with Lego blocks, as well as a photo zone for commemorative pictures. The Lego Brick Pool, measuring 3 meters wide and 1.2 meters long, is stocked with a total of 5,000 Lego pieces. As a result, Emart explained that three months after opening, Toy Kingdom Cheonggyecheon’s toy sales per unit area increased by more than 30% compared to the same period last year.

For Toy Kingdom Byeollae, a separate space was allocated for a 'Baby Food Cafe.' The Baby Food Cafe is a new concept cafe first introduced at Starfield Hanam Baby Circle, selling baby food for infants and toddlers while also offering coffee and beverages.

Emart plans to convert about 10 existing toy departments into Toy Kingdoms this year.

This content was produced with the assistance of AI translation services.