Tru Kids Brands will bring some changes to Toys R Us, CNN reports. The first and most obvious one will be the size of the stores.
They will be a lot smaller. And the selection of toys will be lower. A lot of the space will be dedicated to interactive and in-store activities. The brand has a bit of a long explanation: “highly engaging retail experience designed for kids, families and to better fit within today’s retail environment.”
The first two new stores will open this year, in time for the holiday shopping season. One of them will be at The Galleria in Houston, Texas. The second one will be in Westfield Garden State Plaza in Paramus, New Jersey.
Also, the new stores will stay away from just being lots of rows with shelves. The stores will let brands “design custom experiences and branded shops to help them create memorable experiences for parents and children,” Tru Kids said.
Tru Kids Brands is already planning to open more Toys R Us stores like these in the US. That will happen next year and it will choose “prime, high-traffic retail markets” as the places for them.