Toys R Us has returned with new stores and new ways of interacting with their customers. After being forced to liquidate last year, the iconic toy store had to leave us, and many were sad their favourite place as a kid is about to disappear. Thankfully, with new marketing methods and business handling, the store came back.
In the last few years, Toys R Us has gone through a lot. The traditional toy store couldn’t keep up with faster online retail, so not as many kids were coming to shops in person to buy their toys anymore. Their parent company, Tru Kids, recognized this and teamed up with big retailers like Target to relaunch the store’s online counterpart. On top of this, they have revitalized the in-person Toys R Us.
The two permanent stores will be located in the Unibail-Rodamco-Westfield’s Garden State Plaza Mall in Paramus, New Jersey and at Simon Property Group’s The Galleria in Houston, Texas. Both are smaller than the usual stores we’re used to, but they have been restructured to maximize the interactivity between the store and the customers.
In every store, there are around 1,500 items for sale. Big brands like Lego, Nintendo, and Paw Patrol all have their own sections of the store since the company recognizes the demand for these toys. The Nerf boutique took it to a whole different level: there’s a shooting range to try out some of the toys available. On top of all this, there’s a treehouse in the middle of the store for kids to play in, and there’s a reserved space for functions and parties for kids who want to celebrate at the toy store.
To increase kids’ interactions with the toys even more, Toys R Us hired a dozen toy experts. They are trained to test toys with kids and their parents so that they’re able to maximize their trial experience with the item. They can also help order items online if kids don’t see them in the store. Furthermore, the company installed sensors in the ceiling that monitor traffic patterns and shopper cadence. This will give Toys R Us the data they need to continuously improve their services.