Toys R Us rebrands as Toybox in Canada

Published on: 19th November 2018

Toybox style stores will be much smaller than the big-box warehouse stores of old. 

After the financial hardships Toys R Us felt in the United States, Toys R Us Canada survived bankruptcy and officially became Canadian owned and operated.

Now the retailer is opening new locations under the Toybox brand, which are tipped to have a far smaller footprint than the 40,000 square foot warehouse-styles stores which ultimately proved troublesome to the retailer.

A new Toybox store opened in Guelph at Stone Road Mall on Saturday 17th November. According to the paper Guelph Today, Melanie Teed-Murch, president of Toys R Us Canada and resident of Guelph, said that the company is looking to roll out more small-scale stores in today’s market.

“We’re trying to show that in smaller markets, we really don’t need 40,000 square-foot stores. The future is a more nimble, adaptable, curated digital box with expanded shelf,” she explained to the local publication.

The new Toybox location spans around 10,000 square feet. Employees on the sales floors have handheld devices to assist shoppers in finding items they’re interested in, or ordering them for delivery.

The Stone Road Mall still has the store listed under Toys R Us but the signage for the small-scale store does include a Toybox logo also. Melanie explained that this store is the first of its kind in Canada.

“Here is really more of a curated, thoughtful assortment around convenience,” the Toys R Us president explained. “We want you to come in and try these toys out. We want you to dwell in here, hang out and try the products out.”


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