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What TOYS ‘R’ US Could Have Done Differently

Every 90s kid will remember the magic of visiting the beast that was TOYS “R” US. When we were good, we went there. When it was someone’s birthday, we went there. Christmas? Definitely went there to pick out our holiday toys. I’m a 90s child, so I remember TOYS “R” US in all its glory.

Home • Blog • Social Media • What TOYS ‘R’ US Could Have Done Differently

 

 

 

Background

Unfortunately, TOYS “R” US couldn’t keep up with modern times. Amazon came along with faster, cheaper toys, delivered straight to your door. Why would anyone go to TOYS “R” US anymore?

What people often forget is the feeling you got when you first walked into that store. The awe. The imagination. The magic. And then, eventually, it all went away. TOYS “R” US closed, all stores shut down, and the shells of those stores sat there, empty, for years.

 

What I Would Have Done Differently

Some brands think they can stand still, ignore the times, and hope everything will be fine. That’s exactly what TOYS “R” US did. Here’s what I would have done… not preaching, just sharing an option from a marketer’s perspective.

  • Stay in touch with the industry. Customer opinion is everything. ROI was probably dropping year on year….why? Because Amazon killed the game. TOYS “R” US needed to understand why customers were leaving and adjust.
  • Introduce soft play areas in stores. As a mother, I can tell you, soft plays are massive. Parents can chat with friends (unless their kids are under three) and grab a coffee while the kids play. It keeps both parents and kids in the store. Kids walk past the toys, get excited, and eventually… well, you know what happens next.
  • Have an impeccable social media strategy. TOYS “R” US should have jumped on social media early. A safe, parent-friendly YouTube channel would have been perfect! strict database sign-ups, advice on age-appropriate toys, how-tos, and honest reviews. It’s about keeping parents informed while still engaging kids in a magical, safe way.

Let Social Allies get our hands on TOYS R US Marketing 😉

*Image credit Teesside Live

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