Tru Kids Brands and b8ta are behind the reshaped retail spaces. Gone are warehouse–like stores, now replaced with more personal and open spaces that are meant to offer experiences to parents and kids, much in the way a neighborhood toy store might and how Amazon absolutely cannot.
From a Toys R Us press release: "[B]rands will showcase their products in an interactive, playground–like environment, creating an entirely new retail experience centered around product discovery and engagement. Brands also will have the opportunity to design custom experiences and branded shops to help them create memorable experiences for parents and children."