(BNS) The Story Of Toys R Us
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The Rise of Toys R Us
The podcast describes the humble beginnings of Toys R Us, founded in 1948 by Charles Lazarus, who initially offered cribs and strollers but soon realized the potential of selling toys. The concept of a supermarket for toys revolutionized retail, as Lazarus expanded his business model to include a wide selection of toys, paving the way for the first true big box category killer. By the 1980s, Toys R Us had established itself as a dominant player, with a vast network of stores and a significant share of the toy market.
The Brand and Cultural Impact
Toys R Us became more than just a retail store; it became a cultural icon for children in America during the 80s and 90s. The iconic branding, featuring a jingle that resonated with kids and the beloved mascot Jeffrey the Giraffe, connected with generations and solidified its place in childhood memories. The store was a place of wonder, where childhood dreams were realized, marking its significance in American culture.
Challenges and Downfall
The podcast delves into the challenges that led to the decline of Toys R Us. Competitors like Walmart and Target began treating toys as loss leaders, drawing customers into their stores. The rise of e-commerce further complicated the landscape, with Toys R Us struggling to adapt to online retail. Their decision to outsource their online sales to Amazon ultimately hampered their ability to compete in a digital marketplace, leading to heavy debts and operational failures.
Legacy and Resurgence
Despite its bankruptcy and closures, the Toys R Us brand has shown durability. The podcast discusses the attempts to revive the brand through various ventures, including partnerships with Macy's and smaller pop-up stores. This illustrates a shift from the traditional big box model to a more nostalgic retail experience, acknowledging the emotional connections consumers have with Toys R Us.
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