Claire’s Realizes Malls Might Not Be Around Forever, Opens Stores Inside Toys ‘R’ Us

Because there will always be a need for cheap jewelry, stretch pants and kitschy pop culture merchandise as long as there are tweens and teens out there shopping, mall staple Claire’s isn’t going anywhere. Well, that’s not entirely true — it isn’t going away, but it is expanding its horizons by setting up shop inside some Toys ‘R’ Us locations.

The chain has already been testing this model in stores in Europe, reports the Chicago Tribune, and will offer all the same sorts of teenybopper stuff all the regular Claire’s stores have.

The idea here being — get out of those malls, and get at your future customers early on so you can groom them to transition from toys to glittery nail polish.

There will be a total of 12 Toys ‘R’ Us stores with Claire’s inside, including two in the Times Square store in New York City. The rest include: Murrieta, CA; Colorado Springs, CO; Jensen Beach, FL; Florence, KY; Waldorf, MD; Henderson, NV.; Toledo, OH; Tulsa, OK; Philadelphia and Houston.

Claire’s opening branded shops inside Toys R Us [Chicago Tribune]