Toys R Us is planning a redesign of its stores to make them more appealing to children.
Bloomberg reports that the company will start with a prototype store in New York this year featuring interactive technology and a play area. The plans are part of an effort to compete with online retailers and discount stores.
“It has to be something where kids want to go and play,” CEO Antonio Urceley recently commented. “We have to reinforce that we are a specialist.”
The company also plans to hire more staff at Babies R Us in order to improve customer service.