Toys Center offers, in addition to top brands toys, a range of 18 exclusive own brands with 1.500 items. We increased our activity of listening and analyzing our consumers’ needs, not only in our stores, but also through the different touchpoints. Thanks to this, we can now develop products consistent with the customers’ requirements and their children’s desires to live the adventure, to run faster, to become a superhero, to make-up like a princess, to hug a full-size teddy bear.

Toys Center is the only toy specialist chain in Europe with more than 20% share in the national market.

The wide range of products is also available on the online store, also offering the opportunity to use “click-and-collect” service.

In 2019 King Jouet launched the “urban” format, consisting in downtown stores offering new services and a specialized range of products, while the assortment of the traditional destination stores windens with the opening of 7 Prénatal shop-in-shops of 150 sqm..

Thanks to this format Prénatal, born in France in 1947, returns into the French market presenting a collection from 0 up to 8 years age.

For the first time King Jouet opened two new stores of 600 sqm. in Paris: in Rue de Rivoli with the Prénatal corner inside and in Boulevard Saint Michel. The new stores offer home delivery service and online orders made at the digital kiosks.

The wide range of products is also available on the online store, also offering the opportunity to use “click-and-collect” service and create a wish list.

In September 2020 King Jouet, with a minority share by Gueydon family, acquired Maxi Toys brand, operating in Belgium, France, Luxembourg and Switzerland with 126 stores totally.

In addition to an extensive selection of the world’s top childcare product brands, Prénatal also offers a wide range of dedicated specialized clothing for new mums and bespoke clothes for newborns and children: all these exclusive creations are sold under the Prénatal brand.

In 2019 Prénatal makes its return to France wih 150 sq. m. shop-in-shops inside 7 King Jouet stores; one of them is located in Paris downtown, in Rue de Rivoli. The first opening in 1947 was in Rue Saint Lazare; during the years it passed through the ownership of different shareholders.

The Prénatal stores offer special services, such as Meetings for Mums, Newborn Lists, managed also online, Info points for Mums, breastfeeding areas and relaxation areas.

With the new “drive-in” service you can place orders by phone with a dedicated personal shopper and collect them at the store, according to your personal needs.

The wide range of products is also available online with the opportunity to use a “click-and-collect” service.

Bimbostore now has 97 stores in Italy (22 directly-operated stores, 67 shop-in-shops in Toys Center stores and 8 franchisees).

The store layout features large shelving displays, guided customer flow and product massification. This makes it even easier for customers to find and buy whatever they need, while experienced staff are always there to help.

Bimbostore gives great importance to innovation and always sources and selects the very latest products and newest brands.

The extensive product range focuses on items for babies and children up to the age of 4 (nappies, food, clothing, and childcare products).

Bimbostore operates a policy of affordability which is supported by frequent in-store promotions and a loyalty programme that rewards customer loyalty.

It offers the ideal solution to meet the growing needs of newborn babies, providing families with safe, affordable and reliable alternatives from multibrand textiles to specific products for nursing and nutrition.

Bimbostore offers a proper supermarket for infants, providing parents with simple, practical, essential and easy ways to choose whatever they need.  The news service “Fast shopping” gives the possibility to make an order to the store and collect it upon reservation 

Online you can manage your Newborn List, place orders or make use of the “click-and-collect” service.