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Established 1996
Sunday 31 May 2020


Toys R Us to relaunch in the US

Written by Peter Walker

Toys R Us has partnered with tech-led retailer B8ta to relaunch the chain across the US.

Following the brand’s collapse last year, its former chief merchandising officer Richard Barry - whose company Tru Kids owns the rights to the brand - announced that two new stores are due to open later this year.

They will use B8ta’s ‘Retail as a Service’ platform, which actively manages in-store experiences and analyses how this translates to online sales. This new model will see “the hottest toy products and brands” pay a subscription to Toys R Us to include their products and “highly interactive” experiences in-store, but will take all the revenue.

B8ta’s chief executive Vibhu Norby commented: “With our platform as its engine, the new Toys R Us stores will be the most progressive and advanced stores in its category in the world, and we hope to surprise and delight kids for generations to come.”

A further eight stores are planned for next year, while B8ta said it was open to exploring a similar relaunch of the brand in Britain and Europe.

Last November, Toys R Us launched a new e-commerce website to support the growth of its multichannel retail business in the Middle East.

Launched in 1995 by Dubai-based franchisee Al-Futtaim, Toys R Us MENA is present in 19 locations in the Middle East and North Africa region – in contrast to the UK, where the brand went into administration in the first quarter of 2018.


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