The New Jersey Store still manages to pack 1,500 products in and around experiences such as a Nerf shooting range, a birthday and event area and a tree house in the store. This reduces risk for the brand, but also means that it can be conveniently located in a variety of locations including shopping malls, train stations, major highways and other high traffic areas. The first store to open in New Jersey is 6,500 square feet compared to the 40,000 square feet of the past. The new Toys ‘R’ Us spaces are much smaller than before. Unlike a b8ta store, there are a variety of products on the shelves, but there is also a focus on unpacking the items so that shoppers can pick them up, interact with them and really understand them through play. To enter the toy sector with Toys ‘R’ Us, the approach combines b8ta’s technology know-how with a more traditional store experience. With the Forum initiative it is now also exploring the fashion and lifestyle retail trade. B8ta’s platform is already well established as a disruptive model in the technology and gadget sector. Toys ‘R’ Us has teamed up with b8ta for the new spaces. The return of Toys ‘R’ Us to the stores may sound like a physical message in retail, but the company’s new store model relies heavily on digital technology in the background.
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