Inside the new Toys R Us store in Paramus, New Jersey which combines tech with old-fashioned play
The new Toys R Us store, which opens today in Paramus, N.J. is a mix of old-fashioned play with aWhen Toys R Us announced it was partnering with retail-tech firm b8ta to create an experiential toy store, the big question was would this collaboration even be a store, or a showroom filled with interactive screens designed to prompt online orders.
But the b8ta partnership makes this a very different toy store. In the b8ta business model, vendors – in this case major toy manufacturers – lease display space. There are four “anchor” brands that have taken the largest amounts of space: Spin Master ; Lego; Nintendo; and Hasbro ; four “featured” brands, and about three dozen other toy brands with smaller presences in the store.
There’s a treehouse in the center of the store that kids can climb; a sandbox filled with Kinetic Sand, ; Lego building stations; and a large plush version of Toys R Us mascot Geoffrey the Giraffe that kids can cuddle and sit on. Parents and kids can also expect to see a costumed Geoffrey walking around the store and posing for photos and selfies.
The third partnership is a deal with Target to fulfill online orders placed through the Toys R Us website, and at the new Toys R Us stores.
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