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    Toys'R'Us Bows New Retail Concept

    Toys“R”Us has introduced “R” Market, a new, dedicated shop offering a wider assortment of grocery items within select Toys"R"Us stores across the United States. Now found at the front of over 260 of the company's 585 locations, "R" Market will roll out to additional locations nationwide later in the year.

    Toys“R”Us has introduced “R” Market, a new, dedicated shop offering a wider assortment of grocery items within select Toys"R"Us stores across the United States. Now found at the front of over 260 of the company's 585 locations, "R" Market will roll out to additional locations nationwide later in the year.

    The store-within-a-store concept features almost 1,300 products from popular brands, including snacks, breakfast foods, baking mixes, beverages, candy (also available from such fun devices as gumball machines), paper goods, health and beauty care items, and laundry and cleaning supplies. Additionally, the section offers an expanded selection of the diapers, infant formula and baby food already available at Toys“R”Us. Among the brands carried in the section are Gerber, Pampers, Earth’s Best, Annie’s Homegrown, Pez and Crayola.

    "As part of our business strategy, we are continually focused on improving the shopping experience for customers in our stores. This includes looking for new ways to provide busy parents with the convenience of finding everything they need for their kids under one roof," explained Toys"R"Us chairman and CEO Jerry Storch. "The introduction of "R" Market offers customers a uniquely edited presentation of differentiated, kid-focused products from well-known manufacturers, as well as newer brands."

    In-store signage for the section will include the iconic Toys"R"Us reversed "R" logo and a shopping cart with bursting stars, making the area easily identifiable. Although the size of the section varies by individual location, company spokeswoman Jennifer Albano told Progressive Grocer, the percentage of square footage devoted to the concept is “in the single digits,” compared with the area designated for toys.

    Wayne, N.J.-based Toys"R"Us, the world's leading dedicated toy and baby products retailer, sells merchandise through more than 1,500 stores, including 847 Toys"R"Us and Babies"R"Us stores in the United States; almost 700 international stores in 32 countries, which includes licensed and franchise stores; and through its Internet sites, Toysrus.com, Babiesrus.com, eToys.com and babyuniverse.com. The company also operates the parenting resource Web site ePregnancy.com.

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