Toys R”Us Pinning hopes on New Superstore

Tags: China, toys, pinning hopes superstoresFrom again: http://www. Buy-China toys. com /

Sales of toys for children is not child’s play. Toys “R” Us, a $ 13 79 billion in the company of Wayne, New Jersey, tried to run with the market leader – Wal-Mart – by building toy “supercenters” around the country. The inauguration of the first toy shop in Georgia on Friday. The shop is full of toys, not just the last hopes of a dealer who has seen competitors like FAO Schwartz file for bankruptcy. And Toys “R” Us has faced losing market share to Wal-Mart and Target, low prices. Called “R” stores for a short period by the company Toys ‘R’ Us in September cribs, strollers, diapers and onesies under one roof with Hannah Montana electric guitars, Harley Davidson branded Big Wheels and Ripstick, a skateboard with two wheels. The supersized, 70,000 square toy store here is anchoring a new strip mall, the Plaza, 3480 Financial Way in Buford, a suburb near Lake Lanier. And ‘the seventh “super” toy outposts national dealer for 60 years. Toys “R” Us CEO Gerald Storch says 19 more are planned this year. In Georgia there are 17 Toys “R” Us, nine Babies “R” Us, a store side-by-side and a Super Center. “Eleven years ago, we started Babies ‘R’ Us as a standalone (store),” said Storch. “But we fractured the traffic so parents would have to choose between them. In this era, people do not want to have more points back.” Toys “R” Us and its aisles and inventory to the most up to date as Target, the transmission looks trendy and fashionable at a lower price to look familiar. “The stores were not in fighting shape when I came here,” said Storch, the former No 2 executive at Target, R ‘Toys’ leads us since 2006. Toys “R” Us is one of KKR, Bain Capital and Vornado Realty Trust estate firm. They took the toy chain private in a $ 6. 6 billion deal in 2005. Storch says Toys “R” Us is not a discount brand like Target, and the changes reflect the desire, the “authority” on everything from baby bottles, toys. He said he did not order a copy, But the things that make sense for the sale of toys – like branding aisles pink for girls or boys blue, and images on the signs so that children can read it too. Three of the toy industry observers said, it makes sense for Toys “R” Us team Babies “R” Us, because the activity of the child, year round, while toys are seasonal, peaking during the holidays. “Babies ‘R’ Us is successful and not seasonal,” said Sean McGowan, an analyst at Needham & Co. in New York. “This is probably the” biggest Aha. “It ‘s been said that Toy Story is really turning around.” This is a story broke, “he said.” It seemed that the chain could not survive Wal-Mart and was in a death march. But they are not separated toys ['R' Us and Babies "R" Us], have asked a few leaders of the world and began to grow that they are all really turn. “Howard Davidowitz, chairman of Davidowitz & Associates, a national retail consultancy and investment banking in New York, said that Toys” us “has gone through a lot of pain.” About 15 years ago when the company consulted LED Toys “R” Us, the American toy market with a market share of 28 percent, he said. Today, their market share fell to 16 percent, with Wal-Mart at 26 percent. The aim is to third. “And the toy department at Wal-Mart is only 5,000 square meters, but have a lot of stores,” Davidowitz said. The combination of babies and toy stores, Toys ‘R’ Us tried to create a goal, he said, is “logical.” Jim Silver, editor and publisher of Toys and Family Entertainment in New York said the new approach is so. Said Silver: “People are creatures that do not change often. This is a one-stop shop are from the time a child is born.” That was for Amy Rundell of Duluth, shopping at the new store in Buford on Wednesday true. He has a daughter 19 months, Molly, a child of 7 years, Max, and expecting a baby. He was happy that should not lead his way out of a child more, go to “Save R” Us. “This is great. One Stop,” he said, carrying the loot that the grandmother of the children ‘and great-grandmother had just bought them, including blocks, coloring books, school supplies and baby food said. Stork, which is the point. “We think we can do even better with Toys ‘R’ Us and Babies” R “Us, combining their strengths,” he said. The company plans to build more children “R” Us alone. But the future, the strategy most supermarkets or Babies “R” Us areas within the smaller Toys “R” Us footprints. One of them is told in the works of Savannah. Storch, the company’s goal is to open converted over two dozen branches and 20 new superstores a year.