Toys R Us launches experiential store

Source: Mintel 02-12-2019

International retailer Toys 'R' Us officially returned from the retail graveyard with the launch of a new tech-focused experiential store on 30th November in Westfield, New Jersey. Earlier in July 2019, owner Tru Kids announced a partnership with software retailer B8ta.

Richard Barry, former chief merchandising officer of the collapsed brands, was quoted in the press saying that “we believe that Toys 'R' Us was renowned, and customers really saw us as experts in the space”. The goal now is to deliver on that claim.

The new, high-touch experiential store extends over 6,000 sq ft and uses B8ta’s unique business model which allows toy brands to lease shelf and display space, with Lego, Nintendo, Hasbro and Spin Master already signing to anchor the new location.