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Toys r us store new jersey9/7/2023 ![]() ![]() This past February, the company resurrected itself under a new name, Tru Kids Brands, with an aggressive plan to revolutionize the iconic brand. ![]() The brand's thrust into experiential retail may be what it needs to thrive in a changing retail world that it had struggled to navigate. After a crippling 2017 holiday season, the retailer, then based in Wayne, liquidated its stores across the United States. The once-dominant toy giant suffered a fall from grace two years ago. There's also a life-size version of the mascot at the store's entrance - a perfect selfie photo opp several parents and children took advantage of. The shop also features other areas for kids to test out products, like a Kinetic Sand station at the front of the store that was a big hit with kids on opening day.īeyond toys, there are larger interactive experiences throughout the shop: Geoffrey's Tree House, which children can climb, ringing a bell at the top a Play-A-Round Theater with the popular lyrics "I don't want to grow up, I'm a Toys 'R' Us Kid" plastered on its walls and a "Magical Mirror" play pod, where kids can interact with a 3D version of Geoffrey the Giraffe. At the Nintendo space, customers can test games, and at the Lego space kids can build a city. In the Paw Patrol space, children can test out products at an activity table. "While we have lots of technology, one of the things that is very important to us is the fact that things are tactile."įor instance, there's a Nerf Gun area where kids can shoot at targets. "As you walk through this store, you’ll see that at every touchpoint there’s something for kids to get their hands on," Barry said, and he rattled off the store's many experiential elements. Instead, the spaces inside are more deliberate: There are four branded areas on the right side of the shop where kids can test out certain toys. The new store, located near the mall's AMC Theater, does not have the aisles of toys that traditional Toys R Us stores did. The space also offers interactive play areas, propelling the toy giant into the world of experiential retail. ![]() At 6,000-square-feet, the new store is significantly smaller than the brand's original format. ![]()
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