Over 70 years ago, a Washington
DC baby furniture retailer opened. This business would later grow into a
megalithic toy and general children’s product retail giant, Toys ‘R’ Us.
Spreading across the US and eventually the world, Toys ‘R’ Us for a time became
known as the place to go for all the best-selling toys one could ever want. Its
predominance, which led to the decline of smaller community toy stores, would
eventually collapse following the rise of mass merchants and online
marketplaces. Eventually the retailer filed for bankruptcy and closed stores in
the US and a few other countries, though it would shoulder on in several other
markets, biding time for a possible return.
That time was realized this week
as told by CNN. The first new US store
of Toys ‘R’ Us was opened this Wednesday, November 27, at the Westfield Garden
State Plaza in Paramus, New Jersey. This came close to a year now, ever since
the once-bankrupt toy retail brand finally recovered in January 2019, under the
renamed parent company Tru Kids Brands. Earlier inroads towards opening new
branded TRU stores to replace the ones closed last year were materialized in
the “Geoffrey’s Toy Box” store-within-a-store.
Speaking of which, Toys ‘R’ Us mascot
Geoffrey the Giraffe was himself present during the opening of the new store at
Paramus during the ribbon cutting ceremony. He then led the guests and
potential shoppers to a tour of the interior, and the first peek at the new
sales model being implemented by Tru Kids. The store is understandably smaller
than the previous branches that closed during their bankruptcy period. Also gone
are the massive stocks of toys, leaving only a few products on the shelves and
a variety of “toy experience” displays. The store however has tech facilities
for shoppers to order their desired products online via TRU’s website.
#njmornings Every time I turn around some fresh faced tall guy is gunning for my job! I think I’m in trouble this time. @News12NJ @ToysRUs #Paramus pic.twitter.com/TXqAtlEpMn— Tony Caputo (@TonyCaputo) November 27, 2019
As Tru Kids President and CEO
Richard Barry explains, the new approach for the rebirth of Toys ‘R’ Us stores
was not to stuff as many quantities of products in a branch and wait until they
are either sold out or languish in storage. This time, there are few physical
toys to buy inside, but hands-on areas allowing children and parents to try out
toys will ideally increase their chances to buy. "This store has about
1,500 items, but through the technology in the store, you can buy over 15,000
items today," notes Barry regarding the store’s online purchase
technology.
Tru Kids is planning to pace its
return to the US market carefully. The New Jersey TRU store is but one of two
in this first wave, with a second opening sometime soon in Texas.
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