11/27/2023 0 Comments Toys r us nyc![]() I strongly agree with those who’ve mentioned Toys “R” Us hopefully learning a lot from this pop-up that the chain can work into its stores. I expect we will see more of this going forward. Target tried a similar experiment elsewhere in the city with their Wonderland experience a couple of years ago and I see this as a continuation of the pop-up trend in retail, especially around the holiday season. Hopefully Toys “R” Us is going to use this as a learning experience and test run for improving their stores in 2018 to try and keep the shopping momentum from the holiday season going all year long.Īs for the Times Square pop-up, I’d expect it will attract more tourists than native New Yorkers but that shouldn’t be an issue for Toys “R” Us to deem this successful when it’s all said and done. This is what’s lacking in their main-line stores and was lacking in their former flagship. If ever there was a merchandise segment better suited for experiential retail, toys are it! No matter the age of the shopper, toys by their very nature demand to be tried, tested and experienced before being purchased. This is a great idea for Toys “R” Us - being a store brand that gets most of their foot traffic during the holiday shopping season, the key will be the quality of experience in the pop-up. The store will feature interactive toy displays across all three levels. The area will also be used for the store to demonstrate toys. Interaction is high on the shopping experience list at the pop-up, which will include a dedicated area on the second level to allow kids to play with products out of their boxes. The store will also highlight electronics, such as Nintendo Switch and Fujifilm Instax cameras. A Hot and New shop will feature the most popular toys for the holidays. The new location will have three levels with an emphasis on the chain’s shops-in-shop concepts, including Marvel, Star Wars, Nerf, Lego and others. Toys “R” Us will also offer layaway with the holidays approaching. ![]() The pop-up will serve as a pickup location for online orders. “More importantly, the store offers customers a host of products tailored to the needs of city dwellers and visitors - all in interest of bringing play to kids and families around the world!” ![]() “The Times Square holiday shop reunites our brand with an iconic New York destination which we are thrilled about,” said Dave Brandon, chairman & CEO of Toys”R”Us, in a statement. The store is slated to open this month and will operate throughout the Christmas holiday season. This time around, the chain is going smaller with a 35,000-square-foot pop-up in the historic Knickerbocker Building at the corner of 42nd Street and Broadway. Toys “R” Us is coming back to New York’s Times Square less than two years after deciding to leave its former 110,000-square-foot flagship store in that locale.
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