Toys 'R' Us, Virgin launch themed boutiques

Focus on Ben 10, Beatles, respectively

By Susanne Ault -- Video Business, 10/27/2008

OCT. 27 | In time for the holidays, Toys 'R’ Us and Virgin Megastores are launching themed boutiques around Cartoon Network’s Ben 10 and The Beatles, respectively.

Toys 'R’ Us’ Ben 10 Alien Force, located at the chain’s Times Square location, will feature Warner Home Video’s Ben 10 Alien Force Volume 1 and Ben 10 Alien Force: The Game, among other DVDs, games and items that complement the animated series. Spanning through November, the Ben 10 boutique is the second time Toys 'R’ Us has rolled out a store-within-a-store dedicated to the series.

Virgin Beatles’ boutique, holding themed DVDs, CDs, books, apparel and other accessories, is open now and available at all of its locations, including its Times Square outlet. The chain believes it’s one of the first retailers to offer the largest collection of Beatles themed products in one place.

“As the premiere entertainment lifestyle retailer, Virgin Megastores are the perfect home for a complete Beatles Boutique that will offer exclusive fashion items and Beatles-themed products as well as a deep collection of music and DVDs,” said Maureen Ferguson Lewis, divisional merchandise manager at Virgin Entertainment Group. “Since the Beatles are one of the most recognized brands in the world, we are confident our customers will respond enthusiastically to the dynamic presentation of our Beatles Boutiques.”

Cartoon Network Enterprises VP Christina Miller added, “As a testament to the success of last year’s Ben 10 toy boutique at [Toys 'R' Us'] flagship store, we are pleased to once again partner with Toys ‘R' Us to create a Ben 10 Alien Force destination in the heart of Times Square this holiday. It’s a great opportunity to highlight the must-have Ben 10 Alien Force products available and to continue to grow the brand towards becoming a top evergreen boys franchise.”