Dreamland Opens Its First Three Stores at Cora Shopping Sites

Why It Matters

The expansion strengthens DreamLand’s Benelux presence and highlights the shift toward experiential retail in the toy sector, likely boosting foot traffic and sales.

Key Takeaways

• Three DreamLand experience stores open at Cora sites March 13.
• Two locations are relocations; one is a brand‑new store.
• Stores host largest Wallonia LEGO shop‑in‑shop.
• Interactive zones feature Jurassic World, Playmobil, Barbie, Hot Wheels.
• Retail footprint now totals 93 stores in Belgium and Netherlands.

Pulse Analysis

DreamLand, Belgium’s leading toy retailer, is capitalising on the growing demand for experiential shopping by converting former Cora hypermarkets into themed destination stores. The partnership with real‑estate developer Mitiska, signed last year, secured seven large‑format locations across the country, with the first three—Rocourt, Châtelineau and La Louvière—opening on 13 March. By repurposing two existing outlets and adding a fresh footprint, DreamLand not only expands its physical presence but also reinforces a strategic shift away from pure e‑commerce toward immersive, in‑store experiences that drive repeat visits.

The new stores are designed as playgrounds for children and showcase a curated mix of brand‑owned shop‑in‑shops. Wallonia’s largest LEGO boutique anchors each location, while dedicated zones bring Jurassic World, Schleich, Playmobil, Sylvanian Families, Barbie and Hot Wheels to life through interactive displays and hands‑on play areas. A signature birthday bell adds a personal touch: when a child rings it, music fills the aisles and a crown plus gift are presented, turning a routine purchase into a memorable celebration that encourages families to linger and spend.

From a business perspective, the rollout pushes DreamLand’s network to 93 stores across Belgium and the Netherlands, sharpening its competitive edge against multinational chains such as Toys R Us and online platforms like Amazon. The experiential format is expected to lift average transaction values and improve brand loyalty, especially in a market where parents increasingly seek tactile experiences for their children. With additional Cora sites slated for later in the year, DreamLand is positioning itself as the go‑to destination for family‑focused retail, a model other European toy operators may soon emulate.