time.com - In effort to contend with online retailers and discount box stores, Toys ‘R’ Us is planning an overhaul aimed at making its stores more appealing for its core market: children.
Bloomberg reports the company will start with a prototype store in New York this year that will feature interactive technology and — why didn’t they think of this before? —a play area. If the kids are enjoying themselves, the thinking goes, parents will spend more time, and money, in the store.
“It has to be something where kids want to go and play,” CEO Antonio Urceley said on Tuesday, “We have to reinforce that we are a specialist.”
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