Toys ‘R’ Us has plans to revive decreasing sales by injecting more fun into stores.

Toys ‘R’ Us has plans to revive decreasing sales by injecting more fun into stores. With the rise of Amazon and the diminishing foot traffic in malls, the toy retailer has struggled to keep up, unable to increase its U.S. sales for six years. Now, their new CEO is looking to shed the “big-box” store image that has been “obliterated by the web,” and instead focus on creating an experience to lure in young consumers. Stores will begin to showcase major brands with dedicated departments, like a Mattel Barbie section. According to Brandon: “I want kids to come in here and not know where to go next because there are so many things going on.” (Bloomberg)