SNS Popular DottoDot·F.A.O. Schwartz Opening
Opening Special Offers & Gifts... Patagonia Kids Launch Next Month
Lotte Department Store has opened the children's products brand 'Dot to Dot' and the global toy brand 'F.A.O Schwarz' at Lotte World Mall in Jamsil, Songpa-gu, Seoul.
Visitors are lining up to enter 'Dot to Dot,' which opened at Lotte World Mall in Jamsil, Songpa-gu, Seoul. [Photo by Lotte Department Store].
As the premium kids market continues to grow, demand for premium products is expanding not only in fashion but also in children's products and toys. The Jamsil commercial area, which includes Jamsil Branch and Lotte World Mall, has a large population in their early 40s and a high influx of young family customers, operating about 60 kids brands exclusively at Jamsil Branch and Lotte World Mall. Sales of kids product categories at Jamsil Branch grew approximately 20% from January to September this year compared to last year.
On September 22, Lotte Department Store launched the first domestic store of Dot to Dot, a popular children's products brand among young moms on social media (SNS), on the 4th floor of Lotte World Mall. Since starting with a popup store at Dongtan Branch in August last year, followed by Centum City Branch and Time Villas, hundreds of customers lined up to purchase products. The official first store at Lotte World Mall covers 116㎡ (about 35 pyeong) and offers a variety of children's products. Targeting children aged 3 to 5, it features over 150 items including clothing, strollers, and children's bedding based on five animal characters. The brand actively communicates with customers through SNS and its official online mall, reflecting feedback in product development, which has contributed to its popularity. Representative products include the 'Cashmere Cardigan,' 'Character Keyring,' 'Bebe and Buddy Attachment Doll,' and 'Dot Friends Jacquard Knit Setup.'
On the 23rd, the largest domestic store of F.A.O. Schwarz, the world's oldest toy brand, opened on the 4th floor of Lotte World Mall, covering 218㎡ (about 66 pyeong). F.A.O. Schwarz operates stores in five countries worldwide, including New York and Chicago in the U.S., London in the U.K., and Milan in Italy, with the Lotte World Mall store being the first in the Seoul area. Featured in movies like Big and Home Alone, F.A.O. Schwarz is considered a must-visit landmark in New York, attracting people of all ages with its nostalgic interior and distinctive products. The Lotte World Mall store offers about 25 products, including limited edition items from the collector-favorite 'Sylvanian Families,' F.A.O. Schwarz 'Soldier Dolls,' and Discovery Channel's 'Build-It Series Science Toys.' Additionally, special experiential content such as the 'Kickable Grand Piano' and AR experiences will be introduced at the store.
To celebrate the opening of both stores, various promotions will be held. Dot to Dot will offer its most popular item, the nap pad, at a special price for one week from the opening date, along with gifts based on purchase amounts and commemorative items like giant balloons. F.A.O. Schwarz will offer a 20% discount on products to commemorate the opening and hold a Sylvanian Families customization event.
Meanwhile, the Jamsil Branch plans to further expand its kids stores in the second half of this year. In October, it will introduce the world's first 'Patagonia Kids' store and the 'New Balance Kids Megashop' for the first time in a department store.
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