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Headquartered in Hoffman Estates, a northwest Chicago suburb, Claire's has big plans to expand. In the coming weeks, the tween accessory company will be opening shops inside 12 Toys R Us stores in the US and 100 Toys R Us stores in Europe in an effort to expose the brand to new customers.
When we were growing up, going to Claire's at the mall was like a right of passage in middle school We wonder if being placed in a toy store will take away from its "cool" factor, and more importantly, will they offer ear piercings?
· Claire's opening branded shops inside Toys R Us [Chicago Tribune]