Toys “R” Us’s New Stores Will Feature Creator Studios

Toys “R” Us

Toys “R” Us is opening 120 new standalone stores across the U.S. this holiday season, nearly a decade after filing for bankruptcy and closing its stores nationwide.

Select locations will feature Creator Studios, dedicated spaces where creators and toy brands can film content, launch products and host events. The studios will first launch at existing locations including American Dream in New Jersey, Mall of America in Minnesota and Camarillo Premium Outlets in California.

Why it matters: With Creator Studios, Toys “R” Us can expand its stores beyond the traditional retail experience by giving creators a place to produce content around toys, host events and potentially co-launch products with the brand. Creator influence can play a role in driving toy demand, with 58% of parents saying their toy purchase decisions have been influenced by their children asking for a toy they first saw advertised online or posted by an influencer on social media.

Dedicated creator spaces within brand environments have also emerged as a growing trend. Walmart piloted Create-It Studios, a space at one of its Tennessee locations where creators can record podcasts, film videos and host livestreams. More recently, Jim Beam launched its Creator Campus initiative, inviting digital creators, podcasters, filmmakers and musicians to produce original work at the historic James B. Beam Distilling Co. campus in Clermont, Kentucky.

For brands, creating dedicated spaces for creators can be another way to attract creators, generate content featuring their products and create new opportunities to participate in the creator economy.