As the holiday shopping season kicks off Friday, Toys "R" Us is betting on a must-have $10 gift and a toy chest jam packed with other aggressive initiatives to help grab customers.
In a room overlooking the chain's massive store in Times Square Wednesday, Toys "R" Us CEO Gerald Storch held up a tiny Zhu Zhu Pet toy - then let the fake hamster go scrambling across a conference table
"They are just so cute," Storch said as the furry critter squeaked. "They will be great."
For the first time, Toys "R" Us' 11 stores in the city, as well as locations nationwide, will open at midnight with more than 100 "doorbuster" items, like Barbie 3 Musketeer Dolls for $7.49 - a 50% discount - and SpongeBob Deluxe Sno-Cone Makers for $9.74, 25% off.
The Times Square store with its flashy indoor Ferris wheel will go one better, opening its doors Thursday from noon to 7 p.m.
Looking to bring its stores even closer to customers during the holiday season, the toy giant has also opened 350 Holiday Express temporary stores, including seven in the city, in dense shopping areas like 125th St. in Harlem.
After snapping up fabled toy retailer FAO Schwarz in October, Toys "R" Us has now installed FAO Schwarz departments in all of its stores, extending the breath of its offerings to include items like the iconic FAO Schwarz Big Piano, modeled on the one featured in the movie "Big," priced at $64.99.
Storch, who joined the company in 2006 after holding a top post at Target, is already seeing a payoff from aggressively stocking up on Zhu Zhu Pets.
"We will have tens of thousands of Zhu Zhu Pets for sale," he said.
Storch was cautious about holiday sales projections, but said, "We've been very pleased with how the season has started."
Needham toy industry analyst Sean McGowan was willing to predict, "I believe Toys "R" Us' sales will be slightly up this holiday season in the core toy category," he said.
pfurman@nydailynews.com
Read more: http://www.nydailynews.com/lifestyle/shopping_guide/2009/11/26/2009-11-26_toys_r_us_pushes_deals_to_snag_customers_for_black_friday_rush.html#ixzz0Y5jEEfIp
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