Toys R Us officially returns from retail grave with new tech-focused store


Toys R Us will officially return from the retail graveyard this weekend as it launches a new tech-focused experiential store.

In July Toys R Us’ owner Tru Kids, run by the collapsed brands former chief merchandising officer Richard Barry, announced a partnership with software retailer B8ta.

“We believe that Toys R Us was renowned, and customers really saw us as the experts in the space,” said Barry.

“And we want to make sure we deliver on that, but in a very different way than we were before, because this is a … high-touch, experiential store.”

READ MORE: Toys R Us is back from the dead thanks to new tech partnership

The new 6000sq ft store will utilise B8ta’s unique business model, which sees toy brands lease shelf and display space, with Lego, Nintendo, Hasbro and Spin Master already signing to anchor the store.

Touchscreens will be available next to every toy displayed allowing shoppers to look for toys not sold in the store, which aims to move away from the ‘stack them high, sell them cheap’ model of its predecessor.

B8ta’s software will also use sensors to analyse how many people entered the space leased by each vendor, how much time they spent their and how they interacted with the products, relaying the information to them.

The new store will open on Saturday in Unibail-Rodamco-Westfield’s Garden State Plaza mall in Paramus, New Jersey, with a second set to open in Houston in early December.

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