Thursday’s unseasonable warmth ensured the Upper East Side’s streets would be swarming with residents dressed as horror movie villains, cartoon and video game characters, Internet memes and everything in between. But amongst all the trick or treating and revelry, a slice of Lexington Avenue offered people a more unique experience: arcade claw machines.
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At 1325 Lexington Avenue (between 88th and 89th streets), Horae Play, a company specializing in claw machine arcades, hosted a popup event outside of the store that is set to be its newest location.
“We’re just doing this for today, but we’re planning on soft opening the new store in the next few weeks,” owner Wally Xiang, who was dressed as the alien from the classic Disney animation flick “Lilo and Stitch,” told East Side Feed on Thursday afternoon. “It’s going to depend on how everything goes here.”
By the look of it, things were going pretty well at the event, which lasted from 3 p.m. to 5 p.m.; the line to play free claw machine games for candy was consistently at least a dozen people long. Xiang was walking around with a plastic bag full of replacement prizes and stuffed animals ready to refill the ever-dwindling machines once they needed more merchandise.
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“Since our establishment [opened] in 2023, Horae Play has become synonymous with quality entertainment and a commitment to delivering joy,” Horae Play’s website says. “Our arcade is more than just a place to play; it’s a haven for those seeking thrills and laughter. The whimsical charm of our cute claw machines adds a touch of magic to your gaming experience, making every visit a journey into a world of excitement and wonder.”
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Xiang, who is originally from China but has been in New York for the last 15 years, said he’s planning on putting something like 30 claw machines into the Lexington Ave. location, a similar number as his other location at the New World Mall in Flushing, Queens. He added that a New Jersey location is also on the horizon.
Horae Play isn’t just about the claw machine experience, though—the company also sells its unique plushies and other products on its website and at its stores, meaning you don’t need to leave it to chance to score some amorphous soft round green creature if you don’t feel up to it.
“On our website, you’ll discover an extensive collection of toys, ranging from the latest gaming gadgets, blind boxes, to an array of plushy wonders,” the website states. “These treasures are handpicked to cater to a variety of preferences, ensuring there’s something for everyone, whether you’re a devoted claw machine aficionado or simply looking for the perfect gift.”
Claw machine arcades have become extremely popular in cities like Hong Kong and countries like Japan. Though they were usually a common site at classic movie theaters and bowling alley-style arcades, the new trend seems to focus exclusively on the allure of the claw and the stuffed prizes one grabs with it.
Right now, you can head over to Horae Play’s Instagram and click on the QR code to redeem five free tokens that can be used during the upcoming soft opening.
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Hope this is moving inside from the crowded Lexington sidewalk.