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Recent Developments
Exciting changes continue to occur at Toys“R”Us stores. A new open layout makes the store easier to shop and increases guest delight. The company continues to reinvent the toy store shopping experience in an ongoing way with special events and new services.
Toys“R”Us has significantly expanded its video merchandising in U.S. stores with a new feature called Geoffrey’s Box Office. As “the place for family entertainment,” the section carries an extensive DVD and VHS selection for parents and children. Geoffrey’s Box Office represents a noteworthy step in movie merchandising for the toy chain.
Toys “R” Us, Inc. has also launched another unique toy shopping experience in neighborhood grocery stores and drugstores. In 2003, the company partnered with Albertsons, Inc., one of the world’s largest food and drug retailers, to become that company’s exclusive toy provider, using a “store-within-a-store” concept called Toys“R”Us Toy Box. In just one year, Toys“R”Us Toy Box was rolled out to more than 2,100 Albertsons locations in 31 states. Toy Box aisles offer parents name-brand toys and hot products, bringing the magic of Toys“R”Us to the place where customers shop most often.
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