MAM
Ace Turtle teams up with Funky Monkeys to launch Indoor Play Areas across its Toys“R”Us stores in India
Mumbai: ace turtle, a technology-native retail company and Funky Monkeys, India’s premier indoor play center today announced their partnership to launch Indoor Play Areas at Toys“R”Us stores across the country. The first collaborative venture between Funky Monkeys and ace turtle will unfold within the expansive 12,500 sq ft. Toys“R”Us flagship store is located at Linking Road, Bandra in Mumbai.
The new space will showcase the best of what each brand offers and will ensure that kids who visit have the time of their lives from the moment they set foot in! Funky Monkeys will be opening its play center on the top floor of the Toys“R”Us flagship store, offering its signature play and birthday party experiences for kids. Spanning multiple floors with a wide assortment of international and Indian toy brands, the Toys“R”Us flagship store, launched in December 2023, has redefined the toy shopping experience. With the new addition of the Funky Monkeys Play Area, families and kids can now look forward to a greater experiential shopping experience in the store.
“Partnering with Toys“R”Us India is a unique opportunity for Funky Monkeys to offer our unparalleled play experiences for kids in a fun, safe and clean indoor environment. Toys“R”Us globally has been the most trusted destination for children and parents looking for toys for more than 70 years and we are excited to partner with them and share our expertise in Indoor Play Management,” said Funky Monkeys Play Centers founder & managing director Binita Bodani Putcha.
“We look forward to opening many more Centers along with Toys“R”Us as they expand to other cities across India. Kids and parents can now experience a world-class integrated experience of shopping for toys and playing within the same space!” said Sanjay Ghadiali, Co-Founder & Director, Funky Monkeys Play Centers.
Commenting on the partnership, ace turtle CEO Nitin Chhabra the exclusive licensee of Toys“R”Us in India said, “We are excited to have partnered with Funky Monkeys Play Centers, India’s premier indoor play centre & birthday party venue for kids and to launch a play area at our Bandra store. At India’s largest high-street toy store, we aim to offer more than just a visit – we want families to enjoy a memorable and delightful time together, creating moments of joy and recreation. We look forward to providing the globally renowned and signature toy shopping and playing experience to kids and their parents in Mumbai.”
Funky Monkeys Play Centers are exclusively designed for children aged 6 months to 14 years and offer hands-on discovery and learning through spontaneous and unstructured ‘Free Play’, while incorporating elements of fun and entertainment. Each centre has two play zones – a Toddler Zone & a Junior Zone, offering a unique environment for kids to ‘Play & Learn’ in along with a full-service café and birthday party area.
In 2023, ace turtle unveiled the first Toys“R”Us store in India in Hyderabad and the flagship Toys”R”Us store in Mumbai both of which have received phenomenal responses from customers. ace turtle plans to expand the retail footprint of Toys“R”Us to other cities in India this year. Additionally, customers across India have been shopping for their favourite toys from the online store.
MAM
Lego brings Messi, Ronaldo, Mbappé, Vinicius together
Campaign clocks 314 million views ahead of FIFA World Cup 2026 buzz.
MUMBAI: Four legends, one frame and not a single tackle in sight. Lego has pulled off a crossover few thought possible, uniting Lionel Messi, Cristiano Ronaldo, Kylian Mbappé and Vinícius Júnior in a single campaign ahead of the FIFA World Cup 2026 only this time, they’re building dreams brick by brick.
Titled “Everyone wants a piece”, the campaign features the quartet assembling a Lego version of the World Cup trophy, before placing miniature versions of themselves atop it, a playful nod to football’s ultimate prize. Shared widely across social media, the ad carries a pointed disclaimer: it is not AI-generated, a subtle but telling signal in an era where even reality is often questioned.
The numbers tell their own story. The campaign has already crossed 314 million views on Instagram across the players’ accounts, with fans hailing it as a rare, almost nostalgic moment particularly for the reunion of Messi and Ronaldo, whose last shared campaign ahead of the 2022 World Cup became one of the platform’s most-liked posts.
Beyond the film, Lego is extending the play with exclusive, player-themed sets tied to each of the four stars, part of a broader football-led programme designed to ride the global momentum building towards 2026. The idea, as echoed by the players themselves, leans into the parallels between football and play experimentation, creativity, failure, and triumph.
Messi described the sets as a way to bring on-pitch moments into an imaginative, hands-on world, while Ronaldo called the transformation into a Lego figure a rare honour, blending sport with storytelling. Vinícius, meanwhile, struck a more personal note, recalling childhood moments of building with Lego and framing creativity as a universal language that transcends borders.
The timing is no accident. With the 2026 World Cup set to run from June 11 to July 19 across the United States, Canada and Mexico, and featuring an expanded 48-team format, global anticipation is already building. Argentina, led by Messi, will enter as defending champions, adding another layer of intrigue.
For Lego, the campaign does more than celebrate football, it taps into its mythology. Because when icons become figurines and rivalries turn into play, the beautiful game finds a new kind of pitch. one built, quite literally, by hand.
