Exploring Toys "R" Us Aisles

Given that the store is a main attraction in New York City it justifies the high amount of adult tourists. According to one of two of the store employees, the people who mainly visit the store are tourist and for every 2 children there are 3 adults. While I walked through the different floors of the store, I heard: German, Portuguese, Colombian accents, Argentinian accents and Ecuadorian. Most of the adults were taking pictures with the Dinosaur and excited by the doll house. Others had large bags filled with toys. Given that it is not Christmas, it is probable that the toys are gifts for families back home.

When I read the question: Are children “having tantrums”? I was ready to write a number in the double digits. Of course, given the number of adults, this was not the case. Actually, I didn’t even see one. But then again, I was there for only two hours. One of the stationary employees, selling Kinetic Sand, said that she usually kids throwing about 10 tantrums a day, but to take into account that she stays in one place all day so there may be more.

As for where the products are made, most toys are principally from China but also from Sweden, Philippines, and Taiwan. As for the clothing is mostly from India.

The Toys “R” Us in the city is very different compared to those in college point or Long Island City. Giving that Manhattan is the core location for visitors of New York City, the exaggerated decoration only seems appropriate. The Toys “R” Us in the city is characterized by its interior giant Ferris wheel, the bright and all-color lights, the giant dinosaur, doll house, the people dressed as characters; you don’t see this on a regular Toys “R” Us. These characteristics make Toys “R” Us specifically designed to be a tourist attraction. The toys and their set-up in accordance to the rest of the store work in a form that rather than a store it is more like playroom. 

Toys r us

Toys r us is one of the most well know toy stores around. The Toys r us in times square is on a whole different level when comparing one toys r us to the next. The structure of the store is built entirely to attract and amaze kids. Each level of the store is made and narrowed down to an age group and preference of toy. As I walked around, I could see how they built the store environment with the toys in mind. In one area hanging from the ceiling, superman was holding up a truck, then next to the transformer toys was a real 15 foot transformer. If this was not enough, employes would perform with the toys to attract the kids. The amazing part about the store was how they built each level to interact with the kids. No matter what kind of toy you liked, they had it and where you find it would encourage you to buy it simply because of the environment. The barbies were located in a life size barbie house with every barbie imaginable. Their was also wonka candy and ice cream. This toys r us was not just a toy store but a kids fantasy land. It made kids want to keep coming back not just for the toys but the experience.

Visit to Toys R' Us!

The first thing that stood out to me as I walked into Toys R’ Us was the experience they are creating for kids. I was not aware of the “R” Cade strategically placed at the tippy-top of the entire store. I looked over the balcony of the arcade and it is simple to see how much detail goes into setting up the store. Much of it was separated into licensed products, Frozen was something I came across as well as the minions from Despicable Me, which I would be lying if I said I wasn’t excited about seeing. It was also extremely hot on every floor except for the basement where electronics and bikes were. I actually ran into a women sitting by the guitars in the basement telling Chris and I how worn out she was from her grandkids dragging her all over the store and how it was the only place she could sit where she wasn’t sweating. While walking through the store, I also heard many different languages including Spanish, French, and Russian. There was also a completely different feel when walking from the “toys” section to the “baby” section. In the “Baby’s R’ Us” section there were parents actually shopping for what they needed, appearing as though they have been inside before, not phased by the many distractions outside of that section. There are a lot of strategies Toys R’ Us uses in order to attract their customers, and I didn’t realize how well it worked until we went to visit on Thursday, it truly is impressive.

My Purchase of "Pirate Monkey"

I am proud to say that i did not fall to the pressure of buying a licensed toy on our class trip to Toys R Us in Times Square. Instead of buying my girlfriend a Barbie or a Hello Kitty, I found her a small, pink monkey doll dressed like a pirate. When I gave her the doll on sunday, I told her that her name was "Pirate Monkey" and that she was not allowed to rename her.

The task of not buying a licensed toy at Toys R Us, however, is not an easy challenge to complete. Not only are there significantly more licensed toys in the store then non-licences toys, but the licensed toys are placed in ways that they can catch your eye. The licensed toy sections, such as the Barbie and superhero sections are surrounded by large statues or big pink houses that will pull children to those parts of the store. On the other hand, the unlicensed toys are usually just lined up on shelves the way you would find them in any normal Toys R Us or department store. Even sections such as the candy section were "licensed". The third floor candy section was called "Candy Land" and had the logo of the classic children's board game towering over the section's entrance. The second floor candy section was filled with "Wonka" candy products.

The licensed products also seemed to be the products that excited children the most. When walking through the crowded superhero section of the store, children ran past me from product to product. One little boy ran by screaming "Look Mom! A lightsaber!" On the other hand, sections like the Imaginarium and board games sections were either completely empty or had a few parents browsing the shelves while there children gazed at a licensed toy a couple isles away.

With all these distractions in my way, i am very proud of my purchase of the unlicensed "Pirate Monkey"

Toys "R" Us- Times Square

My “Toys R Us” experience was very nostalgic and fun. I loved being in the store and I loved seeing all the kids and parents walking through. I did however in the front entrance when we were greeted by Professor Fuqua, I then see 3 tantrums from 3 separate families as they were trying to drag the kids out of the store. I think that based on Seiter’s “just looking” question that seems to not be a good idea with the families and the kids because, obviously the kids seem to want everything and for parents to buy everything in the store. Which I think is normal to a certain extent based on the fact that children want to play with toys and being there can be an overwhelming experience. The other thing I noticed too is that most of the merchandise does have a TV show, or franchise associated with it. I was more attracted to the “Boys Toys”.  A lot of merchandise was for the “Ninja Turtles”, “how to train your Dragon 2”, and of course Superhero’s. I noticed that the store was separated in genders, age groups, and the video games; Ipads and DVDs seemed to be all gender neutral on the bottom floor.

Toys R Us

Being a young adult, I have clearly had my fair share of Toys R us visits. I remember vividly how excited I would get when my parents would surprise me with a visit there. I was so mesmerized by the colors and selections that I would just run down the isles like a crazy child. Strangely enough I had a different vibe with the one in times square. I walked in and was obviously captivated with the huge Ferris wheel but after a few laps around the store I noticed how people weren't really buying anything. I noticed how the majority of people in the store were either employees or adults. As I was walking around I noticed the product placement and how strategic they were. The Girl stuff was mainly in one section and the guy stuff was in another. They had bright pink walls next to Blue or black walls to guide people in the directions in which they were interested in. They even had huge life like figures such as T-Rex or a life-size barbie house to bring people in. 

One thing I noticed was how many games and products were based off of T.V shows, or movies. You had transformers, Disney characters, Star wars and many more. I found this interesting because growing up I clearly had my favorite t.v shows and if there was ever a doll or game based off of it I had to have it. Its funny how much kids or adults fall in love with a show or character and go out and buy a game based off of it. This also takes place in the video game section where games are now based off of shows where you can play you're favorite character. Having all of these products that are from T.V shows and movies is some what of a domino effect for the entertainment industry. Someone makes the movie another makes the toys and its a win win for both because people will go out and buy the product. 

another thing I found interesting was all the stations placed around the store with "How to" and an employee showing you how to use a certain product. I find this to be smart because some times you are skeptical about buying something not knowing if you will like it or not, so having people demonstrate it before hand is helpful and probably helps sales. 

TOYS R US Trip

As I walked through Toys R Us, the crowd was rushing through the store as if it was Christmas in July.  Being located in Times Square, this Toys R Us store was no ordinary touristic attraction. It was as if you enter the Chocolate factory of Willy Wonka, only in toys.  

Being here multiple times, I knew the exact layout of the store was. Most items still in the same location as last time, only this time, different brand toys were stored on the shelves. Many of them being licensed, these toys tried to make an everlasting appearance to the point where people would buy their merchandise. Although people bought toys, most of them were adults (tourists) who went to the store just to look around at the life size toys (such as the Transformer, minion, dinosaur etc). 

Some things that stood out to me while being at Toys R Us: 

*I found interesting how Playmobil and Lego toys were located right next to each other. In the reading by Seizer, it was mentioned that Lego is commercialized while Playmobil is considered "high quality". What makes this specific toy so special?! As I mentioned in class, Playmobil is just like HBO is to television; both contributes a need to a person (to play or to watch) and yet, one is considered more quality than the other. HBO is the same as a regular channels on television, so is Playmobil is (pretty much) the same to Lego.

* I liked how two girls wearing Tangled (Disney licensed) shirts decided to pose in front of a huge Transformer figure. Following them, I realized that they went to more "boy-ish" toys and wanted to play with them instead of girl toys. Its amazing how the store is set up so that the sharp bold colors of the boys' side is isolated from the girly pink and colorful lights of the girls side. 

*The store is set up so that the boys' toys are located on one side while the girls' toys are on the other. In a reading, Miles of Aisles of Sexism by Sudie Hofmann, it mentions that "toys for girls implicity urges them to find husbands in order to get their dream lives". When going into the Barbie house, you can see Barbie as many different occupations, while having many accessories and other toys to play with. Barbie is the representation of the "perfect girl", a skinny girl who can get a guy by wearing make up and dressing inappropriately. It makes girls want to look like her, which can be a negative influence on girls. They can believe that they are not beautiful enough and try to do anything and everything to be like her. Bullying, harassment, jealousy and eating disorders can occur just so that girls can have the ideal image of perfections. Boys have toys that can lead to aggression and violence.  Competition can rise as well and are "encouraged to define manhood in ways that hurt themselves and others" (Hofmann). 

* The ferris wheel. If that is not a marketing tactic, I don't know what is. Every seat is designed as a brand toy, so for example, there was a Barbie car as a seat, a Monopoly inspired seat, My Little Pony, Nickelodeon etc. With its bright lights and only $5 to go on the ride, this ferris wheel is (pretty much one of) the main attractions in Times Square. 

If you want to go to have a good time you can, just remember that there are many tourists walking around in the store. Expect yourself to stay in the store for at least 2 hours and try to remember that you're there to look (unless you are buying something). Chances are, with consumerism in the air, you might end up just leaving the store with a toy in your Toys R US bag. Because after all, YOU WANT TO BE A TOYS R US KID !