The toy dealer wants to leave his insolvency behind him. In New Jersey, Toys “R “Us opened its first store with a new interactive concept at the end of November.

It was a spectacular insolvency that had a strong impact on the toy industry in 2018. After more than 60 years, the era of America’s largest toy chain Toys “R “Us came to an end. But after only a short time, investors showed interest in the brand. A new parent company was formed under the name Tru Kids Brands, which among other things is responsible for Toys “R “Us, Babies “R” Us and Geoffrey the Giraffe. Here the experts developed a new concept for the toy retail trade. This can be seen in the first new Toys “R “Us store, which opened on 27 November in Paramus, New Jersey. A second store was added on December 7 at a mall in Houston, Texas. The stores feature an interactive concept with game worlds and inviting spaces from selected brand partners. The products are curated and presented in eventful, smaller rooms. Just in time for Christmas, the company wants to address children and their families in a new way.

Lego, Schleich and Hasbro are also integrated into the new Toys “R “Us concept

“Toys “R “Us is part of childhood and has been the most trusted source of toys and games for more than 70 years,” said Richard Barry, CEO of Tru Kids. “With the return of Toys “R “Us Stores in the U.S., we are bringing an exciting, experience-oriented retail destination that celebrates the game and deepens the connection between the best toy, gaming and entertainment brands in the world and their customers. Numerous well-known brands will be present at the launch of the new Toys “R “Us. Visitors to the Lego site can build an interactive gaming table and take a photo of life-size models. Schleich offers a walking path on which children can get to know the habitats of various animals. Spin Master has set up an area around the successful Paw Patrol licence with a high observation tower. Hasbro, Nintendo, MGA and VTech, among others, are also present with their own areas.

Web shop operated by Target retailer

Another interactive element in the new shops is the theatre. In this open space, children and adults can play, learn and discover together. There is a changing programme with events such as product demonstrations, visits to authors and performances by characters. A team of sales partners will be on site in all stores under the name Play Pro. The experts are there to help customers find products, buy in the store and sell online. Interactive touchscreen displays are available throughout the store for items that are not available in the store. They can be used to search for products on the newly launched website. Toys “R “Us cooperates with Target, the second largest discount retailer in the USA, in the processing of online purchases. When customers buy online, they are directed directly to Target’s website. Target also operates the Toys “R “Us homepage.


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Link: The parent company Tru Kids wants to re-establish Toys “R “Us in the US market.

Image: Toys “R “Us