Toys“R”Us Asia Bets on Trading Cards, Blind Boxes and Hands-On Play as Screens Lose Ground

Toys“R”Us Asia says physical toys and collectibles could be entering a new growth period as governments and families put more attention on reducing screen time for children and teenagers. In a new announcement, the retailer points to trading card games, Beyblade, blind boxes and die-cast cars as examples of products bringing kids, parents and adult collectors together around something tangible rather than another screen.

The company says that shift is already visible across Asia. Pokémon Trading Card Game releases continue to draw adults to card shops, often alongside children who are learning to play themselves. Toys“R”Us Asia describes the appeal as extending beyond simply buying cards, with pack opening, deck building and trading becoming shared activities across generations.

Beyblade is seeing a similar resurgence. According to the company, sales in some Asian markets have increased several times over year-over-year, while weekend tournaments are drawing lines before stores open. Johnny Mui, acting co-CEO of Toys“R”Us Asia, said “At our Beyblade tournaments, it’s common to see nine‑year‑olds and thirty‑nine‑year‑olds strategizing and enjoying together. This truly shows how play becomes a shared language and a bridge across generations.”

Blind boxes are another part of that equation, particularly with teenagers and young adults. Toys“R”Us Asia points to the anticipation of opening a sealed collectible without knowing exactly what is inside, followed by the ability to trade or display the result.

Die-cast collecting is also getting a more interactive treatment. TOMICA Brand Stores in several cities and Southeast Asia’s first TOMICA Factory in Malaysia allow customers to assemble their own cars, giving buyers a more personal experience than simply pulling a product from a shelf. Those kinds of experiences are increasingly shaping how Toys“R”Us Asia views the future of the toy store.

The retailer says smaller and more flexible stores are emerging as neighborhood destinations where traditional toys, collectibles, fashion and creative hobbies can overlap. Pokémon Play Lab in Hong Kong and the TOMICA concepts are cited as examples of stores becoming places to participate, build and play rather than simply shop. Toys“R”Us Asia has spent the past three years developing that approach under its “Live Toyful” brand idea, which is intended to make physical play part of everyday life rather than an occasional activity.

The strategy also reflects the growing importance of “kidults” to the toy and collectibles market. Toys“R”Us Asia specifically includes adult consumers in its vision for stores and events, alongside children and families. That group has become increasingly visible across categories such as Pokémon cards, blind-box figures, die-cast vehicles and revived toy brands that carry nostalgia for adults while attracting a new generation at the same time.

Toys“R”Us Asia currently operates approximately 450 stores across Mainland China, Japan, Malaysia, Hong Kong, Singapore, Taiwan, Thailand and Brunei, along with more than 90 sub-licensed stores in the Philippines and Macau.