Toys 'R' Us rolling out new superstore concept

Atlanta Journal-Constitution: Toys 'R' Us, a $13.79 billion company based in Wayne, N.J., is trying to run with the market leader — Wal-Mart — by building toy "supercenters" around the country. The 60-year-old retailer recently opened its seventh 70,000-square-foot superstore, and CEO Gerald Storch says 19 more are planned for this year. The new layout also incorporates the Babies 'R' Us concept, previously built as a standalone.

"Eleven years ago, we started Babies 'R' Us as a standalone (store)," said Storch. "But we fractured the traffic so parents would have to choose between them. In this era, people don't want to go to multiple places."

Toys 'R' Us also has upgraded its aisles and inventory to look more like Target, known for fashionable gear and trendy looks at a cheaper price.

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