• Chain Store Age, Friday, September 16, 2011 10:15 AM

Toys "R" Us is cutting back on the number of temporary holiday stores it opens this year compared with last, but is expanding exclusive-product offers. Jerry Storch, chairman and CEO, thinks Animal Planet's Air Swimmers line (helium-filled, radio-controlled flying fish) will top Christmas lists. The toy will be available only at Toys "R" stores and via its website.

Storch said Toys "R" Us has not yet determined the exact number of holiday pop-ups it will open. It will be more than the 90 temporary locations it opened in 2009, but not as many as the 600 pop-ups it operated last year.

However, the company is significantly increasing the number of temporary holiday stores it will open in Canada, and is testing the format in other countries. Storch noted that Toys "R" Us has experienced five consecutive years of positive same-store sales in Christmas. He emphasized that the chain competes more on product than it does on price.

Read the whole story at Chain Store Age »