Toys R Us plans to invade the mall this holiday season, opening 600 temporary "Express" stores in malls and other shopping centers around the country, more than six times last year's count, and hiring 10,000 seasonal workers.
The move is the latest in Toys R Us' attempt to capture more holiday dollars amid tough competition from online retailers and mass merchants such as Walmart and Target. It also fills a gap in shopping malls created when KB Toys, which had been the largest mall-based toy seller, went out of business in 2008.
"We've been very aggressive during the economic downturn, and this is another aggressive action," CEO Jerry Storch said. "During the holiday season, mall traffic ramps up, and this will allow customers to purchase fill-in toys," when they are at the mall already, he said.
Toys R Us opened 90 standalone pop-up stores last holiday season. The company has been working on the plan since last year. - PNA
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