A shorter shopping season could mean a win for brick-and-mortar toy stores this year
in partnership with the video developer company Eko. The lab lets kids see and test out new products online in an interactive video format. The company has also rolled out “retailtainment” events where kids and families are invited to in-store toy demonstrations or scavenger hunts that teach kids where top toys are located in the store.
Target is also positioning itself for the long game in toys. Last year, stores added nearly a quarter-million square feet of toy space across 500 locations, nearly doubled its toy inventory, and digitized its toy gift catalog. This year it dedicated space across 25 locations for a Disney Store, where kids and families are invited to watch Disney movies, play with toys, and pose for photos with a lightsaber or a prince or princess crown.
Online remains the leading shopping destination for consumers, with mass merchants second, according to Deloitte’s retail holiday survey released this month. More than half -- 54 percent -- of shoppers prefer online shopping over in-store purchases during the holiday season, particularly for electronics and toys.
“When people go to Amazon they know what they’re looking for,” she said. “The catalog intuitively connects consumers from the page to the site. It gives Amazon something a little different to put in consumer hands.”
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