{
  "id": 9777725,
  "title": "How Barnes & Noble Laid the Foundation for a Toys 'R' Us Comeback",
  "url": "https://urgent.news/2026/09/25/how-barnes-noble-laid-the-foundation-for-a-toys-r-us-comeback",
  "topic": "business",
  "section": "Business",
  "published": "2026-09-25T13:30:00.000Z",
  "source": {
    "name": "IGN",
    "slug": "ign",
    "url": "https://www.ign.com/articles/barnes-noble-laid-the-foundation-for-a-toys-r-us-comeback"
  },
  "original_language": "en",
  "account": "Barnes & Noble's innovative retail approach has paved the way for a potential resurgence of Toys 'R' Us. The iconic toy store closed all its brick-and-mortar locations in 2018, but cultural shifts are driving consumers back to physical retail experiences. Barnes & Noble's success lies in its focus on creating a curated, enjoyable shopping experience that fosters discovery. By introducing features like Starbucks cafes, reading lounges, and dedicated toy sections, Barnes & Noble has transformed its stores into vibrant, community-centric destinations. Toys 'R' Us, recognizing the potential appeal of adult customers, plans to incorporate similar elements into its comeback strategy. With adult consumers accounting for 55% of toy sales, Toys 'R' Us aims to broaden its market beyond children. The company's holiday-season rollout is strategically timed, as Black Friday and Christmas are key periods for toy purchases. By capitalizing on the nostalgia and excitement surrounding holidays, Toys 'R' Us hopes to capture the attention of both kids and adults alike. However, sustaining momentum post-holiday remains a challenge. With Amazon's competitive pricing and extensive product offerings, Toys 'R' Us will need to emphasize unique in-store experiences to attract repeat visitors.",
  "summary": "I used to love going to Toys 'R' Us as a kid. It wasn't just the new toy that I inevitably came home with that I enjoyed; it was the experience of browsing a bunch of cool stuff in person. So I was absolutely thrilled by the news that the iconic toy store is making a comeback after closing the last of its brick-and-mortar stores back in 2018. The convenience of shopping online is in part what…",
  "key_points": [],
  "editors_take": null,
  "illustration": null,
  "coverage": {
    "outlets": 1,
    "also_reported_by": []
  },
  "ai_generated": true,
  "disclaimer": "Summaries, key points and the editor’s take are written by software from other outlets’ reporting and may contain errors — always check the linked original."
}