For Toys 'R Us'new C-3 prototype, designers at Retail Marketing Group (Columbus, Ohio) used a straightforward racetrack floorplan that supports huge holiday traffic volume and combines previously scattered merchandise into distinct worlds on both the perimeter and center pad.
The store's graphics program doubles as directional and décor, differentiating "worlds" of merchandise through bold color, illustration style and artwork of age-appropriate children. It also establishes the store's personality through the "Kid-Speak" language that varies tone and style from world to world.
A dominant Learning Center, with carpeting and a high center wall, pulls together educational merchandise, which was formerly dispersed throughout the store. In the Baby's Corner, related merchandise is combined in one convenient spot. Plus, comfortable carpeting allows toddlers to play while moms shop unencumbered.
Photography: Ryndell Stockman, Vermont