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Toys R Us and Babies R Us unveil innovative retail experience with new concept store launch

Retail 5 October 2023

"Toys R Us and Babies R Us have partnered to introduce an innovative concept store at Rosebank Mall in Johannesburg, aligning with current global interior trends.

This new store serves as a pilot project, with plans for a nationwide rollout in the coming years. It brings together both Toys R Us and Babies R Us under one roof, emphasizing the celebration of joy and providing support to parents from pregnancy through the journey of raising children.

The store's design is tailored to cater to customer shopping behaviours, seamlessly integrating the offerings of Toys R Us and Babies R Us within a single space, all while ensuring a relevant and enjoyable shopping experience.

With a focus on key brands, an extensive product range including the latest brands and play patterns as well as information signage throughout to guide parents purchasing decisions. The new store's aim is to create a fun environment with moments of magic and calm while providing an engaging shopping experience and a space relevant to kids and their evolving world.

“We’re incredibly excited to present this new store to the South African market, there are several new areas that parents and kids can look forward to including a pause seating area, a mama room for breastfeeding, helpful assistance with our ‘silent salesmen’ as well as a gift registry for both baby showers and kids’ birthday celebrations,” says Catherine Jacoby, marketing manager at Toys R Us.

Jacoby explains that the store has been designed in-line with global interior trends and offers much needed assistance to parents during each stage of their child’s development, ultimately the purpose of the store is to bring joy to our customers. “We have included helpful areas like, how to choose a car seat, choosing the right stroller to suit your lifestyle and measuring the correct bicycle which we believe will be a valued addition to parents visiting the stores and will assist them in their buying decisions.”

“The layout of the store has been heavily influenced by our research around children’s play patterns and toy trends and includes areas for kids to engage and play with the products,” she says. “Today’s shoppers are savvy, and authenticity matters more than ever to these conscious consumers, and this is no different in the toy space as shoppers lookout for toys that offer deep play value.”

She continues: “Giving back is very important to us, which is why we have implemented a donate joy, donate a toy initiative in this store, which will remain as a standard feature,” she adds. “Over and above the new additions to the store, our toy and baby experts will ensure that any advice parents are looking for is on-hand with the added benefits of lay-by offering as well as click and collect for online shopping and a free gift-wrapping station.”

“This store has launched just in time for the festive season,” Jacoby says. “We’re looking forward to welcoming kids, parents and family members of all ages to experience the power of play.”