The modern brick-and-mortar toy store is all about experiences
The Hustle

The modern brick-and-mortar toy store is all about experiences

To net sales outside the holiday season, toy stores are offering experiential, digital, and immersive retail.

According to the store’s jingle, Toys R Us kids may not have wanted to grow up — but the business model of toy stores has.

Digital and immersive experiences are now the new norm.

Michael Brown, partner and retail lead at consulting firm Kearney, recently told Retail Dive that there are 3 types of stores that sell toys:

Big-box department stores…

… satisfy many needs, so there’s always a draw. But big-box toy stores — like Toys R Us, which filed for Chapter 11 in 2017 — only tend to do well around the holidays.

To be relevant year-round, toy stores need to think experientially. A few examples:

Now pour one out for Toys R Us to this extremely somber cover of its jingle.

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