Toys R Us Could Fill a Retail Void, but Only After Reinvention

It would need to be more like Whole Foods plus FAO Schwarz


Investors who scooped up whatever was left of toy store Toys R Us in 2018 are hoping a new generation of children will want to be Toys R Us kids—and that the adults who shopped there when they were young still haven’t grown up, much like those in its jingle.

That’s according to Bloomberg, which said the retailer’s new parent wants to revive the brand online and is eyeing half a dozen smaller-format locations in the U.S.,

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