Calling on families on the East Coast! Geoffrey’s back at the new, totally-reimagined Toys “R” Us store at the Westfield Garden State Plaza in Paramus, New Jersey.
But these new stores look nothing like the big box-style toy warehouses of Toys R Us’ past. They also come with a different business model and a technological twist.
The New Jersey store and another opening this month in Houston have dozens of sensors installed by retail company b8ta, one of the partners on the Toys R Us relaunch, according to CNBC. The sensors will monitor how customers are moving around the store and watch what areas attract the most activity.
The idea is to keep an eye on the various sections of the store and the merchandise they contain to see how they are performing, according to CNBC.
As for the new business model, Toys R Us is not actually making any direct money from toy sales, according to Business Insider. Any sales revenue generated at the stores goes straight to toy brands.
The new Toys R Us makes its money from fees those brands pay to sell their stuff in the new stores, Business Insider said.
Even online sales for the relaunched Toys R Us are being handled by a partner. Target is taking care of everything on that front.
The new stores are smaller too. The New Jersey store is about 6,000 square feet.
And they’re more experiential.
They include lots of places for kids to play with toys on display and try them out. The New Jersey store also features several boutiques focused on specific popular brands like Lego, Nintendo, Nerf and Paw Patrol, according to CNBC.
Toys R Us says at least 10 new stores will be open by the end of 2020, according to Business Insider.