Lotte Mart Toys"R"Us launches character IP building-block sets

Lotte Mart Toys"R"Us announced Thursday that it has launched four new private-brand building-block sets under its "Oneulgoeun Tongkeun Block" line ahead of the Chuseok holiday, featuring popular character intellectual properties.

The new sets are collaborations with "Tayo the Little Bus" and "Pororo," marking a new series following the "Dinosaur Friends and Animal Friends" sets, which sold 1,000 units in the three months after their May release. The products will be available at 73 Lotte Mart and Toys"R"Us stores nationwide.

Two "Oneulgoeun Tongkeun Block Tayo the Little Bus" sets — a police play set (63 pieces) and a fire department play set (70 pieces) — are priced at 39,900 won ($29) each. Each set includes one of Tayo's popular miniature cars and either a police officer or firefighter figure, along with special prop pieces such as a police motorcycle and fire hose, designed to let children construct buildings and engage in role play.

Starting Sept. 23, two "Oneulgoeun Tongkeun Block Pororo" sets — a police play set (46 pieces) and a fire department play set (54 pieces) — will go on sale at 34,900 won each. Each set includes two popular Pororo character figures, one action brick and either a motorized police car or motorized fire truck.

Tayo and Pororo currently rank first and second, respectively, in Lotte Mart's infant and toddler toy sales this year. Police and fire department themes are the most popular among young children.

Park Jae-jin, a merchandise planner at Lotte Mart and Super Toys"R"Us, said the sets were designed "to combine Toys'R'Us's data analytics capabilities and brand collaboration strengths to deliver fun for children and value for parents," adding that the company plans to expand its lineup of competitively priced private-brand toys developed through popular character partnerships.