Toy stores have long offered activities and interactive elements, like the floor piano at FAO Schwarz that Tom Hanks danced on in “Big.” Toys R Us, in its heyday, drew crowds for its Pokemon tournaments, but its appeal faded with Amazon's rise.
Now a new generation of toy stores hopes to capitalize on the demise of the old Toys R Us by emphasizing playtime. They are fighting for a chunk of the $28 billion U.S. toy market, which today is spent mostly at Amazon, Walmart and Target.. . . more