Toys R Us – Disney Concept Stores

“…these designs represent ideal synthesis between creativity and retail savvy. When all is said and done, if attractive design is not result in sales lift, they are not worth the trouble or expense.”

 

– Issy Zimmerman – Former CEO – Toys R Us

 

Disney

The Disney concept installation within the Toys R Us group created many challenges. The various parties had to be accommodated in terms of CI and managing the various expectations regarding exposure and densities vs display. The end result has grown into a feature that has fast become a case study for Disney itself regarding the use of the store-in-store space for their brand executions. The following testimonial by Issy Zimmerman, Former CEO of Redgewoods, highlights some of the key areas of success.

Each region within our Toys R Us store network has received a Disney concept store. These have been installed on a shop-within-shop basis, measuring 70 – 80m².

The following important points warrant separate mention in this regard:

Sales Lift – Sales lift of approximately 12.5% has been achieved for Disney products where the concept store has been installed. Remarkably, this has been achieved without any change in retail pricing, product mix or specific advertising. Simply by combining and consolidating the merchandise in an attractive “retail suite”, sales lift has shot up.  Notably, this has been achieved in an environment where retail sales have been negative in many instances.

Global standard – Our installations are the only examples which have been approved by Disney (Paris) within the Toys R Us global network (comprising 15 000 stores world-wide). Indeed, we have set the global standard for such concept stores. Enquiries have been received as far afield as UAE, Israel and North America. I am aware that Disney Corporation has utilised our designs and renderings in their own (internal) Global Summits over the past few months. In conclusion, these designs represent ideal synthesis between creativity and retail savvy. When all is said and done, if attractive design is not result in sales lift, they are not worth the trouble or expense. The Disney stores have been a resounding success from a retail and design perspective.