5 Retailers Cashing In On The Fall of Toys R Us

Millennial research, Millennial insight, Millennial marketing, Gen Z research, Gen Z marketing, Gen Z insight, youth research, youth marketing

In the first holiday shopping season post-Toys R Us, retailers are vying to fill the void and become Millennial parents’ go-to spot to shop for toys…

The holiday season is upon us, and Millennial parents are looking for somewhere to shop for their kids. According to our Pre-Holiday Shopping Topline, 84% of 18-36-year-old parents plan on shopping for the holidays this year, and 53% will be buying games or toys—and it won’t be at Toys R Us. Even though the retailer did everything in their power to keep their doors open, including rethinking brick and mortar by creating an AR app experience in their stores, they couldn’t stop their downhill slide. The company reported a loss of $36 million, blaming the “cultural shift” fueled by apps for decreasing their video games and electronics sales, along with competitors’ “discounting spree[s]” over the holidays. So, after their “devastating holiday season” last year, the toy company was forced to officially file liquidation papers and sell or close its more than 700 U.S. stores. Nostalgia-craving Millennials who grew up with the store close to their hearts didn’t take the announcement so well, going online and posting tweets like “RIP Toys R Us. The end of an era,” “So sad. I was a toys r us kid,” and “A whole generation of ToysRUs kids are crying inside right now. Smh.”

But in the midst of Toys R Us’s demise, the toy industry continued to boom. Kidscreen reports that U.S. toy sales jumped 7% in early 2018, with the NPD Group finding that revenue rose to $7.9 billion for the first half of the year. CNBC reports that mourning shoppers nostalgic for the toy giant could be responsible for the revenue hike, and Toys R Us themselves is attempting to come back from the dead with a pop-up wholesale experience for those sentimental shoppers. But they’ll…


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Quote of the Day: “Most social media is an echo-chamber for immaturity.”—Male, 30, MD

Violent video games don’t cause violent behavior, according to “one of the most definitive [studies] to date.” At a time when several states are considering tacking on extra taxes to violent video games, the Oxford Internet Institute’s study found that playing content considered violent did not cause 14-15-year-olds in the U.K. to act more aggressively. The study’s co-author says that previous studies have been influenced by “researcher biases” that led to studies that gave “undue weight to the moral panic surrounding video games.” (GamesIndustry.biz)

A new rosé brand is winning over Millennials with its Instagrammable bottle. The Wonderful Company, known for brands like Fiji Water and Pistachios, brought a new wine brand to market just in time for Valentine’s Day—and it’s already outselling their other labels. JNSQ (an acronym for the French phrase “je ne sais quoi”) sells rosé and sauvignon blanc that come in glass containers designed to look like retro perfume bottles. Influencers and a national marketing campaign helped propel the brand. (Adweek)

Minecraft for mobile made more money than ever in 2018. According to Sensor Tower, the gaming sensation’s mobile version raked in $110 million last year, rising 7% from last year. In addition, 48% of that revenue came from the U.S., followed by just 6.6% from Great Britain. All eyes may be on Fortnite, but the Minecraft Effect still has a hold on young gamers, and Gen Z & Millennials still rank the game as one of their favorites. (Venture Beat)

Nostalgic Millennials can soon set sail on a Golden Girls-themed cruise. The experiential, adults-only cruise will include themed activities like a “One Night in St. Olaf Dance Party,” a game of Ugel and Flugel, and a costume contest for fans dressed up as the main characters. There will also be plenty of trivia, bingo, and cheesecake on this five-night experience aboard the Celebrity Infinity. This isn’t the only cruise ship catering to adults recently; Virgin’s first cruise ship is 18-and-up-only and even has a tattoo parlor on board. (People)

Daquan, the meme account with 12 million followers, is teaming up with All Def Media for a slate of original content. The premium videos will signal a departure from what Daquan is known for: gritty, homemade content that ranges like blurry SpongeBob SquarePants screenshots transformed into memes via clever captions. The new videos will debut across All Def Media and Daquan’s social channels, which include Instagram, Facebook, Snapchat, IGTV, and YouTube. (Tubefilter)

Quote of the Day: “I think social media can bring light to issues that are of importance such as animal rescue and environmental awareness.”—Female, 22, MI

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