Toys ‘R’ Us sets up a play date with Sony

NEW YORK, N.Y. —Toys “R” Us is selling more than toys these days. In July, the flagship Times Square location announced the addition of the 550-square-foot area Sony section showcasing Cyber-shot digital still cameras, Handy-cam camcorders and VAIO notebooks, to name a few. The Sony dedicated area is comfortably nestled next to the existing electronics and music department.

The boutique provides all Toys “R” Us visitors something to play with. Behind the semi-circle Sony counter, specially trained Toys “R” Us employees—trained by Sony—will demonstrate products and help customers with the decision making process. Consumers are encouraged to test-drive the devices before making the final purchase.

Merging consumer electronics with the toy sector has been an escalating trend. “The popularity of electronics merchandise continues to grow because of it appeals to people of all ages,” said Bill Lee, vp and dmm, who spent 15 years at Sony.

It makes sense that the Sony boutique serves as the centerpiece of the growing electronics and music department. “Toys “R” Us is the destination for kids’ electronics and Sony is a leading provider of consumer electronics,” said Ron Boire, president of Toys “R” Us, North America. “This initiative allows us to offer our customers a wider selection of innovative new digital products than ever before.”

By partnering with Sony, Toys “R” Us presents a thoroughly researched assortment of products for the customers who frequent Toys “R” Us Times Square. “We are confident that the breadth of items featured in the Sony boutique matches the lifestyles of our customers,” said Lee.