With the arrival of the American toy monolith at Robinsons Galleria, thanks to an alliance between Robinsons Retail Group and Li & Fung Retailing, there are plenty of toys around for both girls and boys. Staking out its sprawling, 2,500-square-meter floor space on opening day is a bit of a challenge for parents, especially with so many eager kids lining up to see why Toys "R" Us is the world’s largest specialty toy retailer.
Remember Dreamscape? That in-mall amusement park, with all its roller coasters and Ferris wheel rides and attractions, has been replaced by several acres of toys. Make that: every kind of toy your kid could possible imagine.
Divided into seven "zones," Toys "R" Us has definitely turned toy classification into a science. In fact, there is a "Learning Section" that features nothing but all the science and learning toys you remember growing up with. There are telescopes, microscopes, human torso models, sonic listening devices, earth globes, even a "junior electricity lab," all made by Edu-Science. For toddlers, there are popular electronic learning toys like Leap Pad, educational DVDs, baby computers, puzzles and games.
And what’s a toy store without dolls? The most timely model has to be the "Superman Returns" action figures, with one posable "S"-curl figure that’s as tall as a seven-year-old child. X-Men figures are close behind, along with other Marvel Comics franchises like Fantastic Four.
For girls, of course, there’s the Barbie section in the "Girls’ Zone." Checking out what Barbie’s been up to these days can take some time: four full aisles are devoted to this thin-waisted plastic doll in her many guises. New to these toy buyers were Pet Doctor Barbie, Cali Girl Barbie, a Spider-Woman Barbie, and even an "Idols" Barbie that pays homage to the popular American TV talent show (come to think of it, Barbie did kind of look like American Idol contestant Kelly Pickler).
We did not escape the Barbie section unscathed, as was bound to happen when towing along a three-year-old daughter. She dug in her heels at the Barbie makeup table set, and refused to budge. So it became our "gift" to her doing so well in school. Parents are good at making these excuses for themselves.
Kicking off the opening of Toys "R" Us was actress/model Donita Rose, who gushed over the huge turnout before inviting the eager crowds inside. Soon, a priest took center stage to officially "bless" the store, saying a prayer that Filipinos remain morally guided, prosperous and keep on shopping. In back of him, Spider-Man and Robin tilted their heads in prayer. On the floor, actors dressed as a huge giraffe and a walking star – the Toys "R" Us mascots –made the rounds posing for pictures with kids. Keeping up the carnival atmosphere, there were face-painting booths, popcorn stands and free giveaways.
Toys "R" Us has always created a stir, raising the energy levels of toddlers since 1948, when it was just a garage business founded by Charles Lazarus in Washington, DC, selling baby toys. Now it’s an $11-billion business with 1,500 branches worldwide.
In 2002, local group Li & Fung retailing became a franchisee of this branded phenomenon, acquiring 100 percent ownership of Toys "R" Us Asia, doing business in Taiwan, Hong Kong, Singapore and Malaysia while opening markets in Thailand and China as well.
And now, with the entry of Robinsons Retail Group into the mix, there promises to be a lot more openings of the mega-brand in the Philippines.
At the 4th level of Robinsons Galleria, kids who used to head for Dreamscape now enter a brightly lit sprawling space, covering aisles and aisles of toys. Right near the entrance, kids are invited to stuff their own collectible teddy bears at Animaland. Here, you can select a furry animal skin, bring it over to the stuffing machine (that blows fluff into the animal until it’s pleasingly plump.) Pick out a costume, some accessories and even a recordable voice chip to record a message for your custom-made teddy.
Or if you don’t want to go to such lengths, step over to Animal Alley, featuring towering shelves of specialty stuffed animals – off-the-rack, as it were.
All your favorite board games and outdoor activities can be found in the "Family Fun & Games" and "Outdoor & Sport" sections. My favorite "impulse" item was the plastic mechanical arm, which allows you to pretend you’re Doctor Octavius from Spider-Man 2. Trying using it to pick up your co-workers’ car keys or coffee mug; who said toys were just for kids?
For boys, there are plenty of things that go vroom in the "Boys’ Zone," including remote-controlled cars with honking horns, revving sounds – even a "car alarm" that goes off if you touch the car.
Full-sized kid cars, both pedal-powered and battery-operated, also occupy a lot of floor space at Toys "R" Us, which is designed with a "race track" pattern to guide you from zone to zone – just follow the white and yellow stripes. Bikes of every shape and description are lined up toward the back, along with Chicco playground displays.
After all this hectic toy shopping, you may want to take a break. Fortunately, the newest addition to Robinsons Galleria is located on the same level as all the coffee shops, so you can sit down, relax and let your child play with his or her new treats – while you practice picking up your coffee cup with a plastic mechanical arm.