SAMG Entertainment to Launch “THE TEENIEPING Mini” Shop-in-Shop Stores at Lotte Mart Toys“R”Us

Global IP content company SAMG Entertainment is set to open new “THE TEENIEPING Mini” shop-in-shop stores inside Lotte Mart’s Toys“R”Us locations, expanding its THE TEENIEPING brand into large-format retail.

The stores will debut on April 1 at Lotte Mart’s Jamsil and Cheongnyangni branches in Seoul. The move builds on the success of the THE TEENIEPING flagship store, which opened last December in Seoul’s Seongsu district.

The flagship has attracted a steady following with interactive features such as a MYPING customization zone, character photo spots, and seasonal events. The approach reflects a broader consumer trend toward deeper engagement with specific franchises, combining immersive experiences with retail.

THE TEENIEPING Mini stores will operate as dedicated brand zones within Toys“R”Us. The Jamsil location spans about 534 sq ft, while the Cheongnyangni store covers around 712 sq ft and includes a café designed to encourage longer visits.

The stores will offer a curated selection of products, including MYPING items, “Heartsping’s Laid-back Days” artwork merchandise, and “Hachuccu” beauty products. By entering big-box retail, SAMG Entertainment aims to expand its offline presence among family shoppers, with launch promotions planned for April.

“This rollout is based on customer data and feedback gathered from our flagship store, which we are using to refine both our product lineup and sales approach,” a SAMG Entertainment spokesperson said. “We plan to continue expanding our offline presence while strengthening initiatives that connect content and commerce.”