Report: Toys 'R' Us goes smaller, more interactive

Toys “R” Us is looking to shake up its store experience.



The retailer has opened a new “experience-driven” prototype in Santa Ana, California, near South Coast Plaza, The Orange County Register reported.



At 25,000 sq. ft., the new Toys “R” Us is smaller than the chain’s traditional stores. It also has more interactive features, according to the report, with a Lego department that resembles a petite version of the Downtown Disney Lego store.



Three additional locations are reportedly planned.



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