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In the absence of Toys' R & # 39; "Us, retailers see in an opportunity to conquer market share and increase toy sales. Their efforts will reach their peak on Black Friday and during the holidays.
"While the toys [are] Throughout the year, it's important for the holidays, "said Mark Tritton, Target's Derivatives Manager, Tuesday.
Target (TGT) has added nearly 250,000 square meters of space dedicated to toys in 500 stores, transformed toy aisles in 100 stores and added new displays in all stores to educate its visitors.
The company 's toy sales increased 20% in the last quarter compared to the same period last year. Target expects more growth during the holidays, while it typically makes half of its annual sales of toys.
Walmart (WMT) has developed its new selection of toys in all stores by 30% and 40% online. He has recently set up a virtual playground "toy lab" that allows kids to play with 20 of the best toys in the business.
"There is a lot of toy volume to be won this year, so we bought more widely and more deeply in this category," Walmart's derivatives manager said last month.
Party City (PRTY) opens 50 ephemeral stores "Toy City". Kohl's (KSS) is associated with Lego and FAO Schwarz to sell products in the stores. FAO Schwarz is back with a new 20,000 square foot flagship in New York.
"Both brands have already made a good start," Kohl said on Tuesday.
Unlikelier names, including Dollar General (DG) and Foot Locker (FL), are also changing names. Foot Locker teams up with Funko to sell action figures of LeBron James and other basketball stars. Bloomberg announced the partnership for the first time Monday.
The same goes for Best Buy (BBY). Best Buy has expanded its inventory of toys in its 1,000 stores in the United States. The company is betting that buyers who buy a new TV during the holidays may also want to go with Barbies or Legos.
Kroger (KR) adds sections of Geoffrey's toy box to more than 600 stores during the holidays. The sections will be stored with 35 toys.
"We have an arms race in the category of toys," said retail analyst Moody's Charlie O. Shea last month.
Amazon is also trying to fill the void. She has posted a catalog of toys and offers free delivery on toys without a minimum of purchase, including to customers without a premium.
"We view Amazon as the biggest post-Toys 'R' us shareholder," said Stephanie Wissink, an analyst at Jefferies, in a research note earlier this month.
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