Toy R Us is stepping up their holiday game with some experiencification. The brand’s new “Store full of Awesome” strategy includes portraits with Santa minus the wait and a one-day toy testing event where kids could watch live demonstrations of some of the season’s hottest toys—like Think & Learn Code-a-Pillar and Nerf blasters. Focusing in on experience has been partially responsible for giving the toy industry a 6% boost in sales through the January-to-September period, and NPD forecasts a 6.5% gain in toy sales for the year. (MediaPost)
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