Party City announced it will open close to 50 Toy City pop-up stores in locations across the country.
"The creation of a Toy City concept to complement our temporary seasonal retail strategy is a logical extension of our brand; one that will allow us to leverage our existing pop-up store capabilities and capitalize on the category whitespace that has recently been created," CEO James Harrison said in a release.
The Toy City pop-ups are expected to open in September alongside Halloween City locations.
Party City will also add toys to its online experience, a press release stated.
"As the leading omni-channel retailer in the category, there are many benefits to this pop-up store expansion strategy. We're excited to increase our toy assortments while still remaining focused on our core seasonal offerings," Harrison added.