Member Exclusive Research: Finding Success Without the Old TRU

January 20, 2020 | Toy manufacturers need to alter their distribution and marketing strategies in order to scale their businesses in a world without the old Toys”R”Us (TRU) model, according to new research conducted by Vanderbilt University in cooperation with The Toy Association. To help toy companies remain competitive, the new body of research addresses both the impact of the TRU bankruptcy on the current toy retailscape (examining trends in distribution at mass, mid-tier, specialty, and discount) as well as how new data on consumer habits (i.e. shopping online, screen time, sustainable shopping) can be used for long-term growth.

“Goodbye Old Friend: Navigating Growth Without the Old Toys ‘R’ Us Model” also discusses how retailers are still working to fill the hole left behind by the TRU bankruptcy and the challenges and opportunities that have come with it.

According to the report, toymakers can find retail success through four major pathways based on toys’ time-in-market and volume potential. Based on where a toy falls within the matrix (Quick Hits, Evergreen Platforms, Problem-Solvers, and Premium Niches), the research then further examines how toymakers can find success in today’s market.

“Toy companies of all sizes can use this research to help tailor their strategy not only to the needs and behaviors of customers served by each channel but also to create a long-term game plan for distribution,” said Anne McConnell, senior director of market research & data strategy at The Toy Association.

Based on research and interviews with industry experts, the 15-page report explores how toy brands can take advantage of new opportunities to reach consumers. Interested in finding out what those opportunities are?

Members can access the full report on ToyAssociation.org under the “Research & Data” tab. To request a hard copy of the report, members may contact The Toy Association’s Anne McConnell.