Toys "R" Us Canada: Is Playtime Over?
In June 2018, Toys "R" Us, Inc. officially closed its doors in the United States and left the US retail landscape, marking the demise of the former "category killer." Although Toys "R" Us (Canada) Ltd. had survived eight months of bankruptcy protection, it found itself fighting two concurrent battles: clarifying the confusion regarding its lack of inclusion in the closure of the 735 US locations, and addressing the desperate need to rebrand in a changing retail landscape that continually placed more value on digital operations and sleek, experiential store designs. How should Toys "R" Us (Canada) Ltd. position itself to address the growing online threat and prevent itself from following in the footsteps of its American counterpart? Steven Campbell and Kelly Whitehead are affiliated with York University.