Tru Kids, the organization that bought the rights to the name of Toys "R" us as part of the mass sale of fire last year, announced today that it has returned toy stores back to the United States in time for the holiday season. But not like giant storage stores that you remember with toys stacked up to the ceiling. Instead, they will appear in another dying commercial experience: shopping centers
This is the good news. The bad news is that Tru Kids has partnered with the empirical retailer b8ta to create stores that focus on "… the hottest toy products and brands carefully crafted and demonstrated in smaller format spaces. "Instead of being rows and rows of shelves fitted with what kids actually want, the new Toys R Us stores will be more like interactive playgrounds with pre-planned events and activities every day, and the opportunity to play with a handful of toys. Toymakers will also be encouraged to design and create brands in new stores, creating another potential revenue stream for Tru Kids. The idea sounds like a mess of Toys R Us's old experience and what Apple offers in its modern stores, with an emphasis on flooding children and parents with advertising and marketing for their tightly stocked stocks.
If it sounds less than the triumphant return of Jeffrey Giraffe, which does not make you excited to hit the local TEU again, do not worry. Since the odds are very good, it will not actually be one of those stores near you. Only two places will be open in time for the holidays this year: one at The Galleria in Houston, Texas, and one at the Westfield Garden State Plaza in Paramus, New Jersey. Slow implementation, but if you are tempted to drive around the country to visit it, instead of heading north to Canada, we still have very large Toys R Us boxes across the country.