Toys ‘R’ Us isn’t going down without a fight, so they’re building new in-store experiences for nostalgic Millennials (and their kids).

Toys ‘R’ Us isn’t going down without a fight, so they’re building new in-store experiences for nostalgic Millennials (and their kids). The toy retail giant recently declared bankruptcy, but they have a plan for a “marketing rebrand” to reel in today’s experiencification-loving consumer. They’re adding “more interactive elements” to about 50 stores across the U.S., including Play Labs where kids and parents can test out toys before buying and “seasonal toy demonstrators.” One analyst says, “It needs to become a place where people want to go to be entertained and also to buy toys.” (Kidscreen)