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Thread
:
How to fix Toys R Us
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06-30-2008, 12:15 PM
Gaelinic
Iron Grenadier
Join Date: Sep 2007
Location: Colorado
Posts: 688
Quote:
Originally Posted by
fett413
’m not sure about the rest of the country, but in Colorado, Toys R Us is a disaster when it comes to collectors.
Facts:
1. TRU gets exclusives that are nearly impossible to find.
2. TRU is NEVER a fertile hunting ground for new product.
3. TRU’s price point is almost always higher.
4. TRU keeps old, out-dated product on the shelves for years.
5. TRU rarely has true collector toys (you know, the stuff you see in Entertainment Earth catalogs). When they do, they generally don’t have what you need (newest football figures, etc.)
I’m not a businessman, but I think TRU could really benefit from carving out a niche amongst adult collectors. I think most of us would agree that adult collector’s make up at least 25% of the “boy-themed” toy market (action figures, cars, etc.) and maybe up to as much as 40%. Because of TRU’s practices, they are in essence missing out on a whole segment of the toy-buying public.
TRU Should:
1. Develop at least one toy aisle in their stores devoted to collectors. These aisles should carry everything from McFarlane, Mezco and Neca to themes ranging from Sports to Anime to Rock Bands (kind of like the old “Media Play” had). I know TRU carries some of this stuff, but it’s still very scattershot.
2. Instead of acquiring large quantities of mass-market collector lines (Star Wars, GI Joe, Marvel/DC) every so often; order smaller quantities more frequently. Then, try to work with the toy manufacturers (like Hasbro) to get new product first.
3. Exclusives: sure, get the exclusives, but then carry the damn things. I know exclusives are limited, but TRU needs to do a better job of notifying collectors of the projected street date of the exclusive, then try to keep the exclusive stocked and then offer more quantities online.
4. Clearance old “peg-warmer” product sooner. Target has learned that even reducing the price by 10% after 3 months will clear out the majority of their old stuff. Then reduce it another 5% every two weeks till it’s gone.
I really believe if TRU took this approach we’d see collector’s embracing the stores and actually making them a consistent “hunting” destination. If I knew TRU would be one of the first locations for new toys to hit, I’d be there every morning (well, I still have to work, but you get my drift). While I don’t mind a little hunting, with the price of gas I can no longer afford to go on day-long hunting expeditions. At $4 a gallon, the thrill of the hunt has really died out.
With getting new product first, TRU could even keep the higher price-point because the majority of us are willing to pay a little extra to get new toys when they first come out. Plus, once you attract collectors to your store, you’ll see an increase in purchases of truly adult collectible items (i.e. McFarlane, etc). I for one am sometimes an impulse buyer. Though I currently only collect the Joe, Indy and Star Wars toy lines, I will also impulse buy something cool when I see it (Kurt Cobain, a Military Figure, Ren & Stimpy, etc.). In fact, that is how I initially began collecting every toy line I own…by impulse buying a single figure I liked.
What do you guys think?
Are you still missing any of the Joe TRU exclusives?
Also, send these recommendations to Toys R Us. Perhaps someone there will read your suggestions. Send it in about once a month until someone reads it.
Gaelinic
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