Lionel Kiddie City

The Lionel toy stores (doing business as Lionel Kiddie City, Lionel Playworld, and, until 1990, Lionel Toy Warehouse) were American toy store chains under the ownership of Lionel Corp.

Lionel Kiddie City
FormerlyLionel Kiddie City (1980-1993)

Lionel Playworld (1969-1993)

Lionel Toy Warehouse (1969-1990)
TypePublic Company
IndustryRetail
FateLiquidation
Founded1969, New York City
DefunctJuly 1993, Lionel Kiddie City & Playworld;
1990, Lionel Toy Warehouse
HeadquartersEdison Township, New Jersey
Number of locations
29 (1993)
Key people
Joshua Lionel Cowen
Harry C. Grant
Roy Cohn
Michael J. Vastola
ProductsToys, video games, baby furniture
OwnerLionel Corp.

History

Kiddie City Toy Stores were started in the 1960s. By the early 1980s, Lionel operated 150 stores, under the names Lionel Kiddie City, Lionel Playworld, and Lionel Toy Warehouse (rebranded as Lionel Kiddie City in 1990). For a time it was the second-largest toy store chain in the United States. Lionel ran into financial trouble during the early 1980s recession and filed for Chapter 11 bankruptcy in February 1982. After reducing itself in size to 55 stores, it emerged from bankruptcy in September 1985.

A closing Lionel Playworld store in Chattanooga, Tennessee in 1993

By 1991, the chain grew to 100 stores and was the fourth-largest toy retailer in the country, but once again ran into trouble due to a combination of factors. In 1989 Robert I. Toussie L.P., a partnership of several retail executives, attempted to buy the company. Lionel resisted, and the fight drained the company of cash. Meanwhile, non-specialty discount stores expanded their toy sections and undercut the prices of specialty toy chains. Additionally, Lionel found it difficult to compete on price with the larger Toys "R" Us, and the chain attempted to expand too rapidly in a weakened economy. After several successive unprofitable quarters, it filed for Chapter 11 bankruptcy on June 14, 1991.[1] In 1992 Lionel attempted to reverse its fortunes by merging with the bankrupt Child World, the United States' #3 toy retailer, but was unable to secure financing.[2] By February 1993 Lionel had closed all but 29 stores in six states, concentrating on the markets of Philadelphia, central New Jersey, Baltimore, Washington, D.C., Cleveland, Ohio and south Florida.[3] Unable to reach an agreement for reorganization with its creditors, on June 2, Lionel announced its intention to liquidate all of its stores and go out of business.[4]

The Lionel trademarks were purchased by Richard Kughn, a real estate magnate who had bought the Lionel model train line from General Mills in 1986.

Slogans
  • Let Lionel (Kiddie City/Playworld) turn that frown... upside down![5]
  • Shop Lionel (Kiddie City/Playworld), toy capital of the world![6]
  • Playworld, A World of Toys, Great for Girls and Great for Boys. Playworld, Where Prices Go, So Low, Low, Low, Low, Low. (NY stores)[7]

References
  1. "Lionel Seeks Chapter 11 Protection". The New York Times. 1991-06-15. ISSN 0362-4331. Retrieved 2020-01-26.
  2. "Child World is grounded: rescue by Lionel falters - Lionel Kiddie City | Discount Store News | Find Articles at BNET". 2009-01-04. Archived from the original on January 4, 2009. Retrieved 2020-01-26.
  3. "Lionel closing 27 stores in struggle for survival - Lionel Kiddie City | Discount Store News | Find Articles at BNET". Archived from the original on February 11, 2010. Retrieved 2020-01-26.
  4. "Lionel Will Liquidate, Closing Kiddie City Toy Chain". The New York Times. 1993-06-03. ISSN 0362-4331. Retrieved 2020-01-26.
  5. Lionel Kiddie City (1987), retrieved 2020-01-26
  6. "Lionel Playworld commercial". YouTube. Retrieved 2020-01-27.
  7. "1977-1978 Commercials: TSS, Playworld, Toy City, Skaggs", YouTube, retrieved 2020-01-26
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