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Toys R Us is down again.
The only two Toys R Us stores that opened in November 2019 as part of a small U.S. return effort by the iconic toy chain have now closed.
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The Kids R Us store at the Galleria Mall in Houston closed on Jan. 15, while one in Garden State Plaza in Paramus, New Jersey, closed Tuesday, according to Tru Kids, a new entity formed when it launched Toys R Us’ intellectual acquired. property during liquidation in 2018.
The moves come because physical stores, especially shopping malls, are hurt by weak customer traffic amid the pandemic.
The Toys R Us website is still in use.
US retail sales fell in December for 3rd straight month
“As a result of COVID, we have made the strategic decision to establish our store strategy in new locations and platforms that have better traffic,” Tru Kids said in an email on Friday. “Consumer demand in the toy category and for Toys R Us remains strong and we will continue to invest in the channels where the customer wants to experience our brand. ”
The two hatch locations were about 6,500 square feet – about one-seventh the size of the old Toys RU stores and emphasized practical experiences. For example, employees unpacked toys so children could try them out.
During a visit to the New Jersey store in late 2019, children shot Nerf shooters and put them in a circle for a story time while Geoffrey, the chain’s mascot, wandered around. Such experiences are now avoided at a time when buyers must abide by the rules of social distance.
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Tru Kids says they operate non-US Toys R Us and Babies R Us brands and e-commerce sites through licensing partners in more than 25 countries in Asia, Europe, Africa and the Middle East.
Bloomberg News first reported the news of the store closure.