Toys 'R' Us to Bring Baby, Toy Stores Under One Roof

Trenton, N.J., Toys 'R' Us Inc. will try to boost its bottom line by combining its stand-alone toy and baby stores under one roof, according to the Associated Press.

"Mom is time-starved and this gives her the ability to buy everything she needs for her children at one stop," said Jerry Storch, chairman and CEO of Toys 'R' Us, comparing the idea to discount big-box retail chains such as Wal-Mart Stores Inc.

Toys ‘R’ Us tested the waters over the past year by converting a number of smaller-sized toy stores into combination toy and baby stores, and is now creating much-larger superstores that sell baby and toy products.

The baby and toy stores will have separate entrances and signs, but once inside, consumers can shop both stores freely and check out on either side.

The first two superstores are opening Friday in Elizabeth, N.J., about a 30-minute drive from Manhattan, and in California, followed by stores opening this fall in Florida and Arizona. Three of the four stores are newly built; the Elizabeth location is a former Toys 'R' Us superstore that has been converted.

Dozens more of the superstores are planned, according to the report.