[Today’s New Product] The National Block Returns... Lotte Mart Toys“R”Us "Oneuljoeun Tongkeun Block"

Lotte Mart Toys“R”Us announced on April 28 that, ahead of Children’s Day, it will launch its own private brand (PB) toys that offer high cost-effectiveness (value for money).

On April 29, the new “Oneuljoeun Tongkeun Block” will be released at 32,900 won in 88 stores nationwide, including Lotte Mart and Toys“R”Us locations. This product carries on the value-for-money philosophy of the Tongkeun Block line, which first debuted in 2011 and has since gained popularity as the “national block.”

Lotte Mart representatives are introducing the new product, "Jogeun Tongkeun Block," today. Photo by Lotte Mart

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The new product is an educational toy available in two types: “Dinosaur Friends (113PCS)” and “Animal Friends (116PCS).” Each set includes four dinosaur or animal figures as well as other figurines, allowing children to build houses or enjoy pretend play. With more than 110 pieces per set, children can engage in a variety of play activities, and the company explained that the toys help foster creativity and fine motor skills in young children.

This product was developed in collaboration with the domestic block brand Oxford. By manufacturing entirely in Korea, the product ensures enhanced safety of materials for infants and young children. Process improvements, such as reducing the cost of packaging materials like plastic, have allowed the company to increase the number of pieces compared to previous models while lowering the retail price.

Kim Kyungkeun, Team Leader of Lotte Mart·Super Toys“R”Us, said, “This product was planned to deliver the ultimate fun for children and rational consumption for parents, based on customer data unique to Toys“R”Us, the number one toy specialty store in Korea. Starting with the block category, we will continue to expand our ‘national representative toy PB’ lineup in the future.”

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