The collapse of the former Toys “R” Us model was partially rooted in a failure to adapt to e-commerce and its treatment of large stores as simple product warehouses. The current management has identified that the brand’s true value lies in the experience it offers something Amazon and other mass merchants, such as Walmart and target, cannot easily replicate. Today, the brand is focusing on creating a destination where the consumer value is not just in the money spent, but in the time spent. The new, smaller-format stores are optimized for ‘experience per square foot,’ a verified industry trend. 

The strategic shift to an experiential retailer is supported by intentional curation. The brand is not aiming to stock every toy on the market; instead, are focusing on popular, high-demand, high-quality brands and leveraging our own original content and Intellectual Property, such as Geoffrey the Giraffe who also brings a nostalgic feeling to the stores and brand. This strategic arrangement includes both physical activities in-store allowing kids to enjoy and discover and digital marketing efforts. This is a fact-based approach that acknowledges the mistakes of the past while building a modernized retail platform focused on customer loyalty and engagement.

Toys “R” Us is so back now! From having over 400 shop-in-shops nationwide to many new and unique locations. Toys “R” Us is the best place to buy your toys now. Even now offering a great online store you can shop all the newest ands most wanted toys from legos to nerf and more. This is the holy grail of toy stores and we’re so happy to see it come back to life. Not only is it about toys but it is the place to go for the best experience.