"So yeah, Toys R Us doesn't have a lock on this yet. "Seeing what they do right, seeing where they stumble can definitely help others maybe be a fast follower and benefit from that," she said. And Porter said it'll help them decide if they want to follow the concept. Other retail companies will likely be watching how it works out for Toys R Us. "And let's bring Toys R Us to the masses." ![]() "Let's get into the best malls with great traffic, with great partners," he said. Barry said they're looking to hopefully open more stores. "But if you can get deeper knowledge – based on data hopefully – about your customers, you're able to offer them an experience like no-one else can."Īnd in the case of Toys R Us, take the experience to where the people are. Ultimately, people can even copy some of the services that you provide," she said. Porter said it's about being able to offer something unique. She pointed to Starbucks, which has been experimenting with " roasteries," where customers can get a closer look at how their coffee is made. This is not only true for toy retailers, Porter said. "When a customer goes in and has a great experience, they remember who provided that," she said. She said Toys R Us ran out of money because just selling toys wasn't enough to keep up with competition from big-box retailers like Walmart and the online marketplace. So I kind of like not having to be overwhelmed with thousands and thousands of choices."Ĭonnie Porter, marketing professor at Rice University's Jones School of Business, said this new concept is a smart strategy. "They've got the monster trucks, they've got the Barbies, they've got all of it, but it's smaller quantities. "I like that it's got small pockets of different areas," she said. Shopper Sara Ahmed, who has two young boys, said she appreciates the smaller store size. "So they know if they're actually going to like some of the toys I'm going to pick up for them, so that's pretty cool." "I like that I could bring my girls in here and I could shop and they could play a little bit," she said. ![]() The new concept – to make shopping an experience – resonates with Courtney Miculek, who visited the new store when it opened. "The fact that there are so many opportunities to have hands-on play, the fact that we've taken analog play, being able to touch things and really mash that up with digital experience as well." "Really what's great about this store is the experience that it brings to kids," Barry said. The store is much smaller than previous Toys R Us locations and carries around 1,500 items - roughly one-tenth of the total Toys R Us inventory that can be accessed online. Both locations opened in late 2019 and were the only Toys R Us. The store also features a reading corner, a theater with hourly events and different spots to play with toys. stores in New Jersey and Texas in January 2021 due to the coronavirus pandemic. The first thing customers see when they come in is a giant stuffed Geoffrey the Giraffe, the Toys R Us mascot, in front of a treehouse. "It was an easy choice to come to Houston." "It's a dream come true to be able to bring a brand new shopping experience under the Toys R Us banner to Houston to one of the best malls in the country – this mall has over 30 million visitors a year," Barry said. The square footage may expand during the holiday season, according to Macy’s.The Houston location is just the second store to open, following one in New Jersey a week earlier. The rollout started in late July, and stores were reconstructed to include shops ranging from 1,000 to 10,000 square feet. Over the summer, Macy’s partnered with WHP Global to bring the retailer to every Macy’s in the country. The chain, known for its “I’m a Toys R Us kid” jingle and Geoffrey the giraffe mascot, first tried to make a comeback in 2019 by opening stores in Houston and in New Jersey, but those locations closed in January 2021. ![]() stores.Īt the time, Toys ‘R’ Us had already filed for Chapter 11 bankruptcy protection and was saddled with $5 billion in debt as it tried to compete with retail giants like Amazon and Walmart, the AP reported. The partnership between Toys ‘R’ Us and Macy’s was announced in July, four years after Toys ‘R’ Us shuttered all of its U.S. See a list of locations below.Īnother nine Toys ‘R’ Us locations are expected to open in the Lone Star State in the coming months. Toys ‘R’ Us is now open in 25 Macy’s stores across Texas, including four in San Antonio. SAN ANTONIO – The beloved Toys ‘R’ Us retailer has returned, this time inside hundreds of Macy’s stores.
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