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New Prénatal-Toys R' Us Opening at Alcobendas, Madrid

ÉxitoTV was in charge of the new opening of the merger of the two brands.

ExitoTV’s Team at the Prénatal-Toys ‘R’ Us opening.

Prénatal offers a wide range of maternity, baby and children's products, thus strengthening its position in the children's sector.

Toys “R” Us opened in July 2023 the first shop it shares with Prénatal in Alcobendas, the second in Madrid together with the one in Alcorcón, where it will offer all the products aimed at families, children and babies.

It is the fourth shop that both brands share in Spain as a result of the acquisition, in July 2022, by PRG Retail Group, one of the leading European groups in the children’s sector, and with the aim of turning Toys “R” Us into the first Kids & Family hub in Europe.

It is a multi-format shop concept, successfully tested in other countries, which will unite Prénatal and Toys “R “Us with the aim of responding to the needs of today’s families with products for children and toys, as well as with services and connected shopping experiences for each moment: pregnancy, birth and infancy.

It is the first shop in the town and the second in the Community of Madrid that both brands share.

The openings with this new multi-format model between the two brands began at the end of March in Portugal, with shops in Lisbon, Cascais and Braga and now continues in Spain, with the first shop in Alcorcón, followed by openings in Tenerife, Las Palmas, and now Alcobendas, reaching a total of 10 points of sale combining Prénatal and Toys “R” Us in 2023.

“With the opening of multi-format shops in Spain and Portugal, PRG Retail Group supports its strategic development plan in Europe and confirms its mission to accompany the family, positioning itself as the first Kids & Family Hub”, says Massimo Arioli, CEO and COO of PRG Retail Group.

This is the first step of PRG Retail Group’s strategy in Iberia, where Toys “R” Us and Prénatal have 46 and 26 shops, respectively. Prénatal is a leader in the children’s sector with more than 3,200 references and a wide range of products for pregnant women, children from 0 to 8 years old and childcare products that join the Toys “R” Us proposal to bring children and their families closer to the magic of play and toys.

ÉXITOTV has been in charge of all the details of the opening and of the different advertising campaigns surrounding the event: campaigns in digital and written media, mupis, billboards…