As the holiday season approaches, retailers and shoppers are gearing up for the busy season. With the recent bankruptcy and closing of Toys R Us, retailers are ramping up to take over the market share. According to market tracking firm, The NPD Group, Toys R Us generated roughly 12 percent of toy sales in the U.S. last year.
An array of retailers are ramping up toy programs and finding creative ways to meet the demand this holiday season. Retailers are Target, Walmart, Sams Club and Party City have announced that they plan to expand their assortment of toys and shelf space, and offer exclusive products ahead of the major shopping season. Stores are gearing up for a war over toys!
Target says that by the start of November, more than 500 stores will feature extra space to display items and will feature more in-store holiday activities. Target’s website also has a new section dedicated to toys. Walmart, which is now the largest toy seller in the United States, plans to unveil larger toy aisles in some stores, sell 40% more toys online and offer 300+ products exclusive to Walmart. Party City recently opened 55 temporary toy stores locations, Toy City, that will operate through the holiday season. Membership warehouse, Sam’s Club, is offering more toys this year along with extra space in which to feature them.
Iconic toy store FAO Schwarz is opening a new flagship store in Manhattan later this month just in time for the holiday season. This will be the first location since its closing in 2015. FAO will continue to have pop-up shops in major department stores including Bloomingdale’s, Neiman Marcus and Macy’s.
Not only are these retailers competing with other brick and mortar stores, but Amazon is still a big player in the toy game. The online giant can’t be discounted in the war over toys as both brink and mortar stores and Amazon win over consumers with free shipping with no minimum order required.