NDM 5

Toys R Us is banking on futuristic tech to save its business after bankruptcy- Business Insider UK

Toys R Us has been in headlines on their latest bankruptcy. The CEO of Toys R Us has stated the store would be looking into the more interactive and technological side of entertainment for their young demographic.There shall be a playroom for the children to interact with the toys and games which they want to implement all over their stores. The store will be focusing more on their AR experiences- a  virtual reality, to give an all round interactive experience.Such things as making an app for customers to use, be able to navigate through stores via apps, feed babies through animating toys in the stores and even having games, such as, for the audience to collect 'stars' in stores to gain something free or of the like in the store. The AR experiences is available now in 23 stores and would be expected to become more prevalent nationwide from October 31st. 

• "It's going to transform the experience of coming into a Toys R Us bricks and mortar store and turn it into something that's quite different and a lot more fun,'' - CEO Dave Brandon

• "While a large reason behind the specialty toy chain's decision to file for bankruptcy in September was the $5 billion in debt it owes as a result of a leveraged buyout in 2005, the chain's problems run deeper than that".- Article  

I think the reason the toy company was having problems money wise was due to the large consumption of technological/ virtual toys and games. Many young children aren't inot physical toys and much prefer the experiemce of controllers for PS4 or XBOXs, many as young as 4 being able to use iPads skillfully. The mass consumption and growth of technology as a whole has led to man companies having to follow this an trying to implement it into their branches. 

The growth of New/Digital media have left a store which dealt with many a physical toys and games to be put into bankruptcy due to many children not wanting to ride bikes or play with racing karts and Barbies. I think this would be inevetable for a store such as Toys R Us due to their main demographic being children and 12+ and them mainly selling physical toys and not focusing on other sides of children growing's interests.