It's no secret, as we hear it again and again from credible sources. Toys R Us is on the ropes, losing money, its fate hangs in the balance. Toy companies large and small are rooting for the toy retailer's ultimate survival and success, no matter how unlikely that may seem.
An industry without TRU might be a very different landscape altogether, with all the more power and influence being wielded, not to anyone’s benefit, by remaining retailers like Walmart and Amazon. How has this retail giant found itself in this situation? Is it self-inflicted or a byproduct of an ever-changing environment and of our evolving culture? Likely both.
Toys R Us stores generally do not provide an inviting or fun environment, they just have a lot of toys in one place. They are nothing special – not like FAO Schwarz tries to be.
Toys are different, toys are fun, toys are special. Toys R Us and all the other major toy retailers sell toys as if they were auto parts rather than the engines of children's imaginations.
Retail as entertainment just doesn’t enter the equation for TRU and opportunity is lost as a result. Nobody is eager to go to a dull, dingy, unimaginative destination for any reason, toy purchases included.
What will it take for Toys R Us to survive? Is there something that the major toy companies can do to help the giant retailer in their hour of need? I would love to help, but I am not sure that my two cents are of any interest to them, and yet they have a lot of supporters who would love to advise, consult, or assist in the interest of their success. The toy industry is a resource that they should consider making better use of.