ToyChamp, a toy store chain in Belgium and the Netherlands, will rebrand all its outlets as DreamLand, according to a press release from the Limburg-based company.
Two years ago, the family-owned chain acquired a 75% stake in its competitor, DreamLand, from Colruyt. Starting in September, all stores will continue under the DreamLand name, featuring a new logo and retail concept.
“We thoroughly examined various scenarios,” said ToyChamp CEO Koen Nolmans. “DreamLand, particularly in Belgium, is a well-loved brand associated with positive values among consumers.”
ToyChamp currently operates 16 stores in Belgium and 27 in the Netherlands. DreamLand has 47 locations.
Since early 2024, the company has converted 12 stores from the bankrupt FUN chain into either ToyChamp or DreamLand outlets.
Last year, ToyChamp also acquired Intertoys in the Netherlands, a chain with over 200 shops, which will continue under its existing brand name.
