Toys “R” Us revitalises website, spruiks new leadership before festive season rush

Revived toy retailer Toys “R” Us has revealed an updated website and fresh energy from its new CEO, reminding parents of the brand’s lingering presence before the Christmas shopping rush.

The overhauled Toys “R” Us website offers shoppers a list of ‘hot toys’ ahead of the festive season, and classic lines like LEGO and Fisher Price.

The brightly-coloured landing page also offers a “nostalgic” selection of Furbies, Polly Pocket toys, and Tamagotchis — all of which may be familiar to parents who were kids when Toys “R” Us still operated physical stores.

Toys “R” Us famously shuttered the last of its 44 bricks-and-mortar Australian locations in 2018, after its local operation fell into voluntary administration, and its US arm filed for Chapter 11 bankruptcy protection.

Locally, the former iteration of Toys “R” Us owed $90 million to creditors when it collapsed.

The brand name, and its sister outlet Toys “R” Us, returned to Australia one year later in purely digital form through a licensing deal with Hobby Warehouse.

Its new ownership set ambitious targets: Hobby Warehouse chief executive Louis Mittoni eyed up to 30% of Australia’s toy retail market by 2025.

Since then, the brand has competed against the explosion of online toy retailers which emerged in the aftermath of Toys “R” Us’ initial closure, and the growing market power of generalist e-commerce platforms like Amazon.

Penny Cox, who has previously worked for Chinese e-commerce juggernaut Alibaba and Singaporean digital marketplace Carousell, was announced as Mitoni’s replacement as Toys “R” Us CEO in June this year.

This Christmas season is a chance for the brand to regain some market share, Cox said on Monday.

“Toys are our DNA at Toys “R” Us and it’s an honour to lead the brand back into the Australian market and help a new generation of Aussie kids play, imagine and explore,” she said in a statement.

“We are the same brand Aussies have known and loved for decades and we’re about to remind them all why,” Cox added.

“As we enter this new era we look forward to reconnecting with customers, new and old, online to make Christmas and toy shopping easier than ever.”