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Home » Other News » Geoffrey’s New U.S. Troops to Command: Toys R Us Website Relaunched, Powered By Target

Geoffrey’s New U.S. Troops to Command: Toys R Us Website Relaunched, Powered By Target

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Following revamps in Australia and Canada that we first revealed on these pages after the turbulent 2018 international decline of Toys R Us, Geoffrey’s resurrection tour continues stateside today with the relaunch of the store’s website powered by Target. This partnership extends to two retail stores opening in Houston, TX and Paramus, NJ later this year.

“Our U.S. strategy is to bring back the Toys“R”Us brand in a modern way through a strong experiential and content-rich omnichannel concept,” said Richard Barry, CEO of Tru Kids. “The foundation of that strategy requires the help of a retail industry leader and Target is the ideal retailer to support a new Toys“R”Us shopping experience, which is designed to provide families with endless ways to discover, play and enjoy toys. Target will help us deliver on that experience with its toy assortment, digital strength and ability to deliver orders to shoppers in a matter of hours.”

What do you think of this unique team emerging just in time for the holiday season? Will what is so far a very small online selection of Transformers increase by that time? Check out the full press release here, then sound off on the 2005 boards!

Discussion / Comments (Jump to this Thread on the Boards)

Venixion Avatar
gbm

It's appalling, nor is it a TRU.

it's a glorified playground. Quite literally a playground in the middle (like at Burger King) and a bunch of play stations around it, and the perimeter of it all are just a few shelves of toys. It was laughable.

I walked in and walked out. (And there's a line to get in)

Did you expect them to have over a hundred full blown stores across the country or something? That's rather unrealistic.

gbm Avatar
worldsgreatest

Sorry you didn't like it.

It looks like my four year old would FREAKING LOVE IT which is really more the point I think.

Point taken.
But the members of this board are adults who were yearning for a "toy store" to return.
This is a glorified playground.
Yes, indeed good for the 4 year old ….but notsomuch the adult toy collector fan.

RKillian Avatar

No, I would think the point is how much you'll spend there, rather than let your kid play for an hour and then go home to order from Amazon.

worldsgreatest Avatar
gbm

It's appalling, nor is it a TRU.

it's a glorified playground. Quite literally a playground in the middle (like at Burger King) and a bunch of play stations around it, and the perimeter of it all are just a few shelves of toys. It was laughable.

I walked in and walked out. (And there's a line to get in)

Sorry you didn't like it.

It looks like my four year old would FREAKING LOVE IT which is really more the point I think.

Afterburner Avatar

Lines are a good thing, let them start here. This doesn't have to be the end.

gbm Avatar

It's appalling, nor is it a TRU.

it's a glorified playground. Quite literally a playground in the middle (like at Burger King) and a bunch of play stations around it, and the perimeter of it all are just a few shelves of toys. It was laughable.

I walked in and walked out. (And there's a line to get in)

G.B. Blackrock Avatar
Infosaur

Correct me if I'm wrong,
But it's this just the guy who walked away from the bankruptcy auction with the naming rights?
Guy has no business model, no plan, just was picking up the brand name to resell at a later date.
Just look at how much hype he generated for two pop up stores!
There's a local vineyard in PA with more of a footprint. Heck, my trucking company has more of a footprint! But neither make national news.

It's not the same guy who currently owns the rights to the KB brand, if that's what you mean. Picking up naming rights is pretty much all he does, and he's demonstrated that his "plan" to bring back KB hasn't amounted to much.

I think the new TRU is owned by more of a group of people than by any single person… but that said, the extent to which they have a business model remains to be seen.

Fc203 Avatar

Someone on Instagram sent me a dm that they didn't have a tf section and i believe it since i didnt see any of it on videos

Infosaur Avatar

I'm really hoping somebody picks up the torch of being a focused toy retailer. I said before the biggest loss to the market will be the casual non-parent shopper. ("Oh my nephew needs a Christmas gift," or "my friend's daughter has a birthday next month.") and it would be nice to have a focused retailer fill that instead of leaving it to Wally & Target. If they could cater to a core of collectors that would be their evergreen sales.

It's funny, because there's an empty retail space near me that's been vacant for over 6 years and I was just thinking, "what if I made my own toy store, how would I do it?" And one of the things at the top of my mind (to complete with online shopping.) was to give customers some sort of experience and a Nerf shooting range was my brilliant idea.

So when I saw the video of the new TRU? I laughed and thought, "yeah, but mine would have been bigger!" Oh well. Haha.

RKillian Avatar
Fc203

Did anyone go to the one in new jersey today? I want to see how the tf section looked like

It probably had "core evergreen products" like this:
View attachment 28465259

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