Toys R Us Looking At Virtual Reality To Bounce Back From Bankruptcy

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Toys R Us plans on developing AR experiences that will be interactive within stores through a corresponding app. Users will be able to point the app at star icons in the store, allowing them do things like play basketball or take home a digital doll, the website stated. "We believe that's going to drive a lot more traffic into our stores which will ultimately put us in a position where we can be more successful at growing our sales and our company".

"There's even a virtual Geoffrey the Giraffe to welcome customers to the store, explain the app and send kids on their quest for in-store play".

Toys R filed for Chapter 11 bankruptcy protection on September 18 as it had to pay off hundreds of millions in debt.

The company is also planning to add playroom areas to 42 stores later in the fall.

"Today marks the dawn of a new era at Toys R Us where we expect that the financial constraints that have held us back will be addressed in a lasting and effective way", Brandon said in a release announcing the filing.

Last Wednesday Toys R Us confirmed it closed on USA $3.1 billion of financing facilities that will support the company's operations during its recently announced bankruptcy filing regarding its financial restructuring process.

"Alarm bells will have been ringing for some time but it took until May this year for an online store revamp to take effect and it is hard to see how Toys "R" Us could address the structural challenges it faced without reducing its store footprint and significantly changing its proposition", explained Copestake. Toy retailer Toys "R" Us seems to have grasped the idea as the company has recently launched their own AR app called Play Chaser. It was slow to adapt online to compete with Amazon and slow to differentiate itself in the face of increasing competition from big-box stores like Walmart, which is now the biggest seller of toys in the US.

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