Toys R Us Makes a Comeback
After facing tough times, Toys R Us seems to be making a comeback in the toy business.
Recently, the iconic toy store chain opened its first new retail store in the US, marking a significant milestone after closing down all its stores just over a year ago. This new store signifies a shift in the company’s approach. With over 54 years in business, Toys R Us has been known for its large stores filled with kids’ products. However, the company has had to rethink its strategy. Tru Kids Chief Executive Richard Barry explained, “Historically, Toys R Us stores were 40,000-square-feet, large big box locations… What we’ve looked to do here is completely re-imagine the shopping experience and the buying experience by really embracing experiential retailing.” Tru Kids is the company behind Toys R Us.
Recent efforts to revamp the Toys R Us brand include launching a new website in October, providing shoppers with reviews and videos for a more interactive online experience. The company is also exploring the possibility of setting up a new eCommerce site.
The new store in Paramus, New Jersey, is a fraction of the size of traditional Toys R Us outlets, spanning only 6,000 square feet. This downsizing mirrors the changing landscape of retail. The era of massive stores with endless aisles seems to be fading away. Barry emphasized the need for a more hands-on approach in today’s retail environment. Visitors to the Paramus store will notice a more intentional use of space and a departure from the traditional sprawling layout.
