Toys R Us announced a carefully planned reopening in 2019 after its bankruptcy and store closures in 2018. The revival aimed to recapture the nostalgia of shopping for toys in physical stores while adapting to new shopper habits.
Retail analysts and brand partners viewed the move as a significant test of whether classic toy retail could coexist with increased online competition.
2019 Store Rollout Timeline
Before launching new shops, Toys R Us evaluated markets, partnered with landlords, and refreshed store formats for modern consumers.
| Phase | Key Actions | Target Regions | Expected Outcomes |
|---|---|---|---|
| Assessment | Analyze lease terms, site performance, and local demand | Northeast, select Midwest metros | Prioritized locations with strong foot traffic |
| Pilot Stores | Open smaller-format shops and test new layouts | New York, Los Angeles, Dallas | Collect shopper feedback and sales data |
| Scale-Up | Standardize operations, merchandising, and signage | Major regional clusters | Consistent experience and inventory |
| Full Launch | Broad rollout across priority markets | Selected urban and suburban centers | Strengthen brand presence and traffic |
Store Design and In-Store Experience
The 2019 Toys R Us stores focused on clean layouts, clear signage, and improved traffic flow, making it easier to find popular items.
Strategic endcaps highlighted trending toys, while dedicated play zones invited families to linger and engage with products.
Inventory and Supply Chain Strategy
To manage risk, Toys R Us diversified assortments by balancing evergreen classics with limited-edition launches and seasonal hotspots.
Enhanced vendor collaboration and data analytics informed replenishment decisions, reducing out-of-stocks on high-demand items.
Digital Integration and Omnichannel Options
Shoppers could check inventory online, reserve toys in-store, and pick up purchases at a designated counter for added convenience.
These moves aimed to bridge the gap between browsing on mobile devices and experiencing tactile toys in person.
Shopping Tips and Retail Best Practices
- Check store inventory online before visiting to confirm availability of specific toys.
- Sign up for email alerts to receive early access to promotions and new product drops.
- Use registry services for big-ticket items and coordinated gifting during holidays.
- Plan visits outside peak hours to enjoy shorter lines and more attentive service.
- Engage store associates for recommendations on age-appropriate and trending toys.
FAQ
Reader questions
Were layaway programs offered during the 2019 reopening?
No, Toys R Us did not reintroduce layaway at the time of reopening; most purchases were expected at the point of sale.
Could customers return items bought at reopened stores online or to other locations?
Yes, the policy allowed returns at any reopened Toys R Us store or via mail, provided items remained in original condition with receipt.
Did the new stores include registry services for baby and kid essentials?
Yes, registries were available in reopened locations, enabling guests to build wish lists and receive guidance from staff.
What safety features were added to protect shoppers and staff?
Stores implemented health protocols such as hand-sanitizing stations, staff temperature checks, and enhanced cleaning of high-touch surfaces.