"Supporting Distribution for Small and Medium Content Companies" 'Cream Store' Opens at Toys "R" Us

Character specialty shop 'Cream Store' inside Toys "R" Us Jamsil branch (Photo by Lotte Mart).

Character Specialty Shops Collaborate with Korea Creative Content Agency Opened in 3 Stores
Providing Customer Contact Points for Small and Medium Content Companies Facing Distribution Challenges

[Asia Economy Reporter Yuri Kim] Lotte Mart announced on the 4th that it partnered with the Korea Creative Content Agency last month to launch the character specialty shop 'Cream Store (C★Ream)' at three Toys "R" Us locations (Jamsil, Eunpyeong, Gimpo Airport) to support distribution for small and medium content companies.

Cream Store is an abbreviation of 'Content of Dream,' symbolizing the resolution of difficulties in distribution, sales, and promotion faced by small and medium content companies and supporting the increase in the value of their intellectual property (IP).

Lotte Mart, together with the Korea Creative Content Agency, plans to create new character IP customer contact points for small and medium content companies struggling to secure distribution and sales channels through Cream Store, and to foster a sustainable character ecosystem that realizes social value through co-growth between large corporations and small and medium content companies.

In particular, by utilizing Toys "R" Us's supply chain, they plan to lead new content market activities in collaboration with domestic small and medium content creators such as small animation studios, mobile game developers, and Instagram character creators.

At Cream Store, over 50 small and medium content companies and artists participate, showcasing more than 300 types of character products, including dolls, toys, stationery, and miscellaneous goods, offering a variety of related products that appeal to a wide range of customers from infants to the MZ generation all in one place.

Kiosks are installed in each store, and customers can create their own personalized goods using the dedicated application 'Mangle; Character Booster' tailored to their preferences. Experiential events are also prepared, allowing customers to enjoy activities such as character drawing, custom label giveaways, and airball events in addition to events hosted by each participating company.

Kim Bo-kyung, head of Lotte Mart's Fashion & Hobby Division, said, "We will support securing distribution channels for newly established character companies and small and medium content companies facing difficulties entering the market," adding, "We hope this will contribute to the continuously growing domestic content market every year."

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