Calling All Toys r Us Kids: Why we should help save so much more than just a store

Calling All Toys r Us Kids: Why we should help save so much more than just a store

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When I read the sad news this morning that Toys R us will be filing for bankruptcy my inner five year old began throwing a tantrum. Whattttt? Why???? Why???? Why???? Nooooo!!!!!!

Toys R Us holds a special place in my heart right along with Nickelodeon's Gak, Girl Talk games, and TGIF programming (what I wouldn't do to watch Mr Cooper right now).

I love Toys r Us not because of something I bought, but a contest I won.  A hula hooping contest hosted at my local Toys r Us store. I practiced my tricks for weeks. I won a giant Elmo doll and have been bragging about taking first place for more than 25 years. 

If I've learned anything while working on brands like Thomas and Friends, Barbie, fisher Price and American Girl it's that toy makers aren't manufacturing products, but producing platforms.

Whether it be a platform for self-expression like Barbie, or a platform for a relationship between a mother and daughter like American Girl--toys are platforms for story telling and stores, like Toys r Us, are platforms for memory making. 

If you're a brand manager thinking "But memories aren't tangible! There's no quarterly measurable ROI on that!" Well, think again my friend. 

Memory Making is one of the most lucrative businesses to be in. Memories  can withstand the tests of time, frustration budgets, and financial budgets. Just ask the people waiting in long lines at Disney. Or the moms saving up to take their daughter's American Girl to the hair salon. And the people of all ages and life stages paying to attend LEGO exhibits and conventions all over the world. In fact, several studies and surveys back this up. People are willing to pay in money and time for meaningful experiences--and even more so for nostalgic ones.  

Sure, the Amazons of the world are platforms for efficiency. But Toys R Us is meant to be a platform for a timeless tradition. Every kid deserves to experience the excitement and magic of walking through the doors of a store entirely filled with TOYS. A store designed just for them. A store where every product and purchase evokes creativity, imagination, and fun that can be shared with friends and family.

So, Mr. CEO of the best store in the entire world--here's a free piece of advice: Your greatest untapped asset is an entire generation of Toys R Us kids just waiting to be called upon to help. Kids like me who now have kids of their own looking forward to making memories and sharing traditions with the next generation.

And because my childhood and hula hooping skills wouldn't have been the same without you here are a few ideas you could implement tomorrow to reignite brand love, increase trip visits, and drive sales. 

Re-ignite lost Millennial Love. What if Toys r Us launched a social PSA campaign featuring the original Toys r Us generation, sharing favorite Toys r Us memories and pledging to always stay TRU to you? You can bet I'd take 5 to share my longtime love.  

Sell a slumber party experience. What I would pay to watch toys come to life after hours! If IKEA and the Museum of Natural History can do it (and charge hundreds of dollars) so can you! 

Celebrate toy-worthy milestones. First time trying a new food? One week of pooping in the potty? Raising your hand in class? As a parent I'll admit I'm not above the reward system. Increase store trips and purchases by celebrating non-traditional milestones like Fisher Price did a few years back

Introduce in-store edu-tainment. From cooking to coding to crafts--it seems like there are more kid classes and activities than there are actual kids! I would definitely make a trip to participate in a play workshop. 

Instigate "Adults Only" experiences. Adult overnight camps, board games, intramural activities are just a few examples of experiences that are seeing new popularity among adults. Who better to serve as an escape from everyday adulting than their favorite place for childhood play?  

A timeless tradition, but with a twist. Retail isn't the only tradition in danger of extinction. Turns out the tooth fairy is right up there with tigers. According to research that means fewer kids with strong imaginations. What if Toys R Us made an effort to save other timeless traditions the tooth fairy or Santa

These are just a few activations that came to mind in less than a minute.  I imagine every millennial marketer would jump at the chance to work with you and help your business. 

If you're a Toys r us kid like this article and share why you too pledge to stay TRU to Toys r Us! 

Aaron Salko

Best Selling author, management professional, entrepreneur, researcher, dad, Vistage speaker, and creator of ?????? ?????? ??????????????—?????? ?????????? ?????????????????? ?????????? ???? ???????? ????????????????????

6 年

Toys R Us is not just a store, it's a retail icon that gets the heart rates of little kids around the world pumping every time there is mention by a parent to visit the store or website. Something Amazon could never do for a kid. As a parent, it's a special place that reminds us we are all Still kids at heart every time we see our childrens eyes light up when entering the store. Toys R Us will survive because children need a special place that is the home to the spark that ignites their imagination.

Matt Zhang, PhD, MBA

VP, Digital Analytics & Data Science at Movado Group, Inc

6 年

Good ideas!

Michael Laiken

Chief Operating Officer at Lambs & Ivy, Inc.

7 年

They’ve gotta make some serious changes to survive in this world. Shopping at tru is a pretty awful experience these days and their e-commerce needs to get competitive with amazon in terms of shipping ease and returns. I certainly was a toys r us kid so I hope they can get their act together but I am not too optimistic about their long term success.

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Brian Rothstein

Store Manager and Manager District Resource Team at Toys R Us Incorporated

7 年

Such a wonderful article calling out all that was good with TRU. The reason for the downward spiral........ There is no longer a caring for the Individual........ Just a few years ago, I experienced a terrible tragedy in my Family and lost someone so dear to my heart. I was an SM for TRU. 18 total years with the Company. The culture was such that an outpouring of love and support for a person involved not only Regional Leadership calling and expressing sympathy or attending services, but Senior Leadership, up to and including the CEO at the time, did the same. It was a "Family Affair". That no longer exists. I am no longer a member of the TRU Family, but do not wish to see it's demise. TRU can be saved. Leadership, Look inside your walls. Recreate the caring and support of the Family you once were. The TRU Toys R Kids are there. They are the Individuals who run each of your Stores. The Managers, The Salespeople, The person who cleans the Bathrooms. You have the solution already working hard in the Stores and Offices. They are Family. Show them that you TRU ly care. You will be surprised by the limitless energy they can generate towards positive end... Only with each individual as a member of a Family, a Team, can TRU survive. I wish only positive things for the TRU Family....

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