Both Toys R Us and Babies R Us will have revamped offering under Hobby Warehouse backing.
Hobby Warehouse has announced the relaunch of the two labels under an agreement with US parent company Tru Kids Inc. The move comes just a year after the brand went into liquidation, seeing the closure of 44 Australian retail stores and the loss of seven hundred jobs in July last year.
The revamped offering will differ from its predecessor, which focused on warehouse-style outlets. The new Toys R Us will be mostly an online presence initially, with fewer physical locations. This business model will place the emphasis less on physical store locations with high fixed costs and vast seasonal fluctuations in sales.
Hobby Warehouse chief executive Louis Mittoni said the retailer is delighted to bring the much-loved brands of Toys R Us and Babies R Us back to Australia. “Our mission is to encourage children to engage with as many forms of play as we possibly can. Hobby Warehouse is a digital native with a keen understanding of how to accelerate and match the requirements of the modern shopper,” he commented.
Hobby Warehouse will launch the websites in June this year, and the brands’ online offering will also expand offshore to neighbouring New Zealand for the first time.
To celebrate the relaunch, Hobby Warehouse has released a promotional video showing a boy dressed as a pirate embarking on an adventure.