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

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Toys R is trying augmented realty or AR to get out of bankruptcy.

The company is planning to improve its online presence and to be more active in interactive areas. The toys giant plans to be live in around a dozen stores and to spread across the nation on October 21. In an interview with USA Today, Dave Brandon, CEO of Toys R said transforming the experience of coming to a bricks and mortar store might drive a lot more traffic.

The Augmented Realty will be initially available at Allen, Texas; Yonkers, Amherst, Henrietta, Rochester, New York; Cary, North Carolina; Lincolin, NE; Rockford, IL, San jose, CA, Elk Grove, CA, Secaucus, Elizabeth, Paramus, Totowa, Wayne, NJ; Tampa, Brandon, Lakeland, FL; Durham, North Raleigh, NC; Long Island City, Flatbush, NY stores.

Toys R filed for Chapter 11 bankruptcy protection on September 18 as it had to pay off hundreds of millions in debt. The filing at the Bankruptcy court in Richmond shows that it has around $400 million in debt to be paid prior to the close of the year and long-term debt of $5 billion.

The upcoming holiday season is the most revenue generating months for the toy maker, and almost half of its annual revenue is expected from the holiday business. The iconic brand operates in more than 1600 locations.

by RTT Staff Writer

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