SEATTLE, WA — December 6, 2019 — CallisonRTKL, the global retail architecture and design practice, was selected to help design the first two new Toys “R” Us retail stores. Heralding the U.S. return of the much-loved brand just in time for the holiday season, the new Toys “R” Us stores are located in The Galleria in Houston, TX, and Westfield Garden State Plaza in Paramus, NJ.
At about 6,500 SF, the new stores are smaller than previous and embrace a highly curated, participatory approach. CallisonRTKL conceived the new Toys “R” Us as a type of sensory wonderland, where programmed events (such as launches and demonstrations) can be staged as part of the fun.
CallisonRTKL was tasked to help design a store that completely rethinks conventional retail by emphasizing experience and engagement over product. Gone is the box-on-a-shelf approach to visual merchandising, replaced with interactive zones where kids and parents can engage with the latest, most popular toys; where next-generation toymakers can showcase and test their products; where participation is all a part of the fun. Kids can climb into a real treehouse in the center of the store or wander through various branded play experiences. Everything is a canvas for the imagination.
“Our design starts with the simple idea of playtime—kids having fun—and then builds a space around that, which guided the concept of a ‘playscape,’” says Jeany Kim, CallisonRTKL senior associate vice president. “Every touchpoint is designed to engage and spark imagination in kids and to make parents feel involved, too.”
“We really wanted the new store to be a type of platform or stage,” says Kim. “This gave us the latitude to re-imagine different environments based on the product or brand on display or the event being staged. It gave us what we called ‘imaginative playscapes,’ and that really drove the design.”
The new store design relies on a modular kit-of-parts that can be reconfigured depending on needs. This gives the stores a highly adaptable format that can work in various scenarios. This flexible, modular approach also allows for various vendors to have the creative freedom to showcase their products and brand identity, while maintaining a consistent look throughout the store.
Of course, the beloved mascot Geoffrey the Giraffe is a part of the store’s identity. “We realized everyone on the design team was a ‘Toys “R” Us Kid,’” says Kim. “So we were elated when we heard that Geoffrey would be featured in the store. We put him right at the entry—as an Instagrammable moment—but he also shows up in the treehouse and the event space.”
For more information on the new Toys “R” Us stores, visit www.ToysRUs.com.
About CallisonRTKL
CallisonRTKL is a global architecture, planning and design practice. Over the last 70 years, we have created some of the world’s most memorable and successful environments for developers, retailers, investors, institutions and public entities. Our work has set us apart as the number one retail design firm in the world and a top-five architecture practice across multiple disciplines and sectors. Our team of nearly 1,500 professionals around the world is committed to advancing our clients’ businesses and enhancing quality of life. callisonrtkl.com
Media Contact:
Tracy Schneider
206.623.1693 direct
206.605.9607 mobile