Without a Brand Owning the Toy Category, Is It Possible to Successfully Revive Toys R Us?

Kristina Monllos, brands reporter at AdWeek article around the Toys R Us rebrand and commentary from Jim Fosina, CEO Fosina Marketing Group.

Without a Brand Owning the Toy Category, Is It Possible to Successfully Revive Toys R Us?

  • “The brand can make the in-store experience one that is much more than a bunch of toys displayed on retail shelves,” said Jim Fosina, CEO and founder of digital marketing shop Fosina Marketing Group. “Think about a playground, learning center, new toy trial areas etc. … a combination of a theme park and test lab for kids to enjoy the toy experience while [parents] shops.”
  • It will be crucial for the in-store experience and the online ecommerce experience are integrated, noted Fosina, adding, “Toys R Us also needs to create a ‘personalized shopping’ relationship (aka Stitch Fix model) that leverages [parents’] persona and transaction history into a service that provides products, toys and services that appeal to [parents] as effective, time-saving and economical.”