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Toys "R" Us to Debut In-Store American Girl Shops

Partnering for holiday shopping season

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Toys “R” Us (Wayne, N.J.) is preparing its stores for the holiday shopping season, and is doing so with a variety of experiences and partnerships intended to “entice customers away from their laptops and into their mega-sizes storefronts,” reports USA Today.

For instance, the retailer has partnered with American Girl (Middleton, Wis.) to open the brand’s first shop-in-shops, which will debut in about 100 Toys “R” Us stores this weekend. It also is partnering with the movie “Trolls” to offer a themed shop.

Additionally, it will let customers test different toys in-store, such as fly a drone inside a netted cage. 

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