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November 24, 2008 - by Ellis Whitman
For the last seven years, Toys “R” Us has been a fixture in Times Square, the crossroads of the world. From the outside, the store looks a lot like it did when it first opened, but one must travel inside to see all of the fun new things going on at The World’s Greatest Kid Store™!
A Mediterranean taverna in the Theater District...
In early September, the store celebrated the grand opening of an expanded Babies“R”Us department that spans nearly 6,100 square feet on Level 2. The new Babies“R”Us department has a contemporary feel, with merchandise showcased against a palette of soft colors, such as silver, white and butter. “Expanding the Babies“R”Us department by nearly 1,000 square feet in Toys“R”Us Times Square offers shoppers a great new location for all of their baby needs,” said Mindy Clements, General Manager, Toys“R”Us Times Square. “The new Babies“R”Us department is the perfect Midtown Manhattan destination for parents to find chic baby apparel, strollers, bedding and baby care essentials, while shopping for the hottest toys available for kids of every age.” Also, the space features a state-of-the-art Babies“R”Us Baby Registry, a “Baby on the Go” shop to make traveling with baby easy, and special services that includes a Mothers’ Room.
Just a month later, Robot Galaxy™, a new interactive toy and online game concept, opened on the very same level, overlooking the store's 60-foot indoor Ferris Wheel. The Galaxy Experience enables kids (or Explorers) to create, program and activate their own robot from over a thousand combinations. The outpost is approximately 600 square feet and boasts a complete concept store. In conjunction with the opening, Robot Galaxy™ also introduced a new web-enabled robot technology with its SUPERSONIC Fuel Cell. For the first time, Robot Galaxy™ Explorers will be able to plug in their robot (via a USB connection) to the Web and play games online, aboard GALAXY I (at www.robotgalaxy.com) once they take their robot home. As part of the ROBOTGALAXY experience, "out of this world" birthday parties for 10 or more are also available during which Birthday Explorers can create their own robot and launch it to the 7th ring of Saturn, and play games in the Skybox above Toys "R" Us Times Square.
Toys “R” Us Times Square is also the destination for all things holiday, most importantly, the “Fabulous 15”, the biggest holiday “must-haves” of the season. “After a thorough evaluation of all new toy introductions throughout the year, and consultations with our global merchandising team in 34 countries, Toys“R”Us has the unique ability to provide our guests with the ultimate list of items certain to bring big smiles to kids’ faces – the Toys“R”Us Hot Toy list,” said Karen Dodge, Senior Vice President, Chief Merchandising Officer, Toys“R”Us, U.S. “With new toy shipments arriving in our stores daily, customers will have a better chance of finding the hottest toys, in stock, at Toys“R”Us than anywhere else.” The list includes everything from Sesame Street® Elmo Live! by Fisher-Price® to the Pink 8GB iPod® nano from Apple® and the hottest offering from Nintendo®, WiiFit™. For everything baby, the new expanded Babies “R” Us department features new toys and timeless classics, festive apparel, baby gear essentials, furniture and “R”Us exclusives. Gift givers can delight at the hundreds of great values.
Next time you find yourself as the crossroads of the world, pop in to Toys “R” Us Times Square and see for yourself what makes us The World’s Greatest Kid Store™! 1514 Broadway, (near 44th St.), 800-869-7787; www.toysrus.com
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