With the fun new revamp at its Paragon store, we bet everyone will want to come and play. By Deborah Lin.
Remember belting out the catchy ditty, “I don’t wanna grow up, I wanna be a Toys R Us Kid”? Well, get ready to want to be that kid all over again.
The mega toy store recently reopened its Toys R Us outlet at Paragon, and on top of what you’d expect of an overhaul (read: fresh layout and updated look), the revamped store is almost a destination in itself.
The grand reopening of Toys R Us at Paragon.
For one, shoppers are encouraged to take photos. Yup, none of those pesky “No Photography Allowed” signs. At the Toys R Us Paragon store, there are selfie stations and photo points for children and families to snap away.
The large digital screen at the front entrance, which flashes current in-store promos, doubles up as a huge photo booth (you can email the photo to yourself afterward). Or take a selfie, more discreetly, at one of the mirrors – mostly poised at lower heights for children, of course!
Geoffrey, the Toys R Us mascot, looks on as the Paragon store manager demonstrates how the large screen photo booth works.
Selfie mirrors poised at differing heights cater to children and parents.
Andre Javes, managing director of Toys R Us (Southeast Asia and Greater China), explains that the overhaul provides a more inspirational experience and makes it more exciting for families. Adds Jennifer Tan, country manager of Toys R Us (Singapore), “Shopping is less functional now, and more experiential. Parents want to spend time with their kids, take wefies and share their experiences with their friends and family – online.”
Also making cute photo points are the thematic columns and displays. Each pillar in the Toys R Us Paragon store is dedicated to a popular series or product range, think: My Little Pony, Thomas the Train and Play Doh.
Strike a pose at a vanity set at the Princess themed pillar.
Popular character Thomas the Train graces another column.
It’s not just for the little ones though. Tweens and parents can expect collector items and the latest products on display from Star Wars, Lego and the like.
Collector items from the Star Wars series.
A glimpse into a Lego model city.
The best one has to be the Nerf gun post. You can test out the gun at the target practice wall!
Hone your sharpshooter skills at the Nerf gun wall.
Adding to the experience at the Toys R Us Paragon store are little touches such as a lively songs playlist and a customised orange-strawberry-vanilla fragrance to evoke a play land feel.
The Toys R Us experience doesn’t end there. For parents who want their children to ‘work’ for their toys, download the Tasks for Toys mobile app (available on App store and Google Play). How it works: Set up a profile for your kid, he gains points when you deem his completed tasks satisfactory, you get him the toy when he attains the full score.
The app is cute and will motivate children to stay on track to earning their toy reward. One drawback is that the app only allows one profile so if you have two kids (or more), you can’t customise a profile for each child.
Determine how many points each task is worth, and whether to carry it out once or more.
The child has to leave his digital thumbprint to ‘ink’ the agreement – cute touch!
Your child can track his progress after the completion of each task.
When all the points are notched up, click “Buy Now” to go to the Toys R Us online store.
Jennifer shares that each Toys R Us store will have a unique feel with distinct features to create memorable play moments for all customers. With the Paragon branch this awesome, I can’t wait for the same fun, experiential concept to be rolled out in the larger Toys R Us outlets over the next two years!