WeCool Toys is proud to announce that its immersive branded retail installation at Toys “R” Us, Yas Mall, Abu Dhabi, has been awarded Display of the Year at the 2026 Pulse of Play Awards: an industry program celebrating innovation, creativity and excellence across the global toy sector.
The award‑winning display was designed to bring WeCool’s vibrant, creative world to life through an interactive in‑store experience. Featuring illuminated signage, bold visual elements, and hands‑on demo areas, the installation was built to allow families to engage directly with the brand’s best‑loved product ranges.
Developed in collaboration with Toys “R” Us Middle East, SAPP International, and First Group International, the activation showcases WeCool’s most popular lines through an engaging blend of product storytelling, sensory play and live demonstrations. The installation’s central demo table and guided customer experience have made it a standout destination within the flagship retail space.
“We’re incredibly proud to see this in‑store activation recognized by the Pulse of Play Awards” comments Amber Andrews, Account Director at SAPP International. “We designed this to stop people in their tracks, invite them into the brand story, and to PLAY! We’re thrilled to see that vision come to life and enjoyed by all who visit. This award is a testament to the creativity and collaboration behind the project, and we’re delighted the result resonated so strongly.”
Winning Display of the Year reinforces WeCool’s bold retail vision and shows the power that international collaboration has in bringing activations like this to life.
About WeCool Toys Inc.
WeCool Toys Inc. is a global designer and manufacturer of dynamic toys, crafts, compounds, and sensory products. From creation to distribution, the company manages every aspect of its supply chain. Since its founding, WeCool has grown into a team of 50 across two continents and has launched thousands of products in 35 countries. With a vision to redefine the toys and crafts industry, WeCool continues to innovate with products that fascinate and inspire.
For more information, please contact:
Chris Gib, Head of Global Marketing
marketing@paladone.com
www.paladone.com
@paladone
