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TRU unveils test format in Giant Food store
NATIONWIDE DSNRT REPORT -- Toys "R" Us is no stranger to the "store-within-a-store" concept. As part of its extensive 705-store reformatting efforts, of which 415 will have been completed by yearend, the toy retailer is becoming a master of the destination department by creating branded "stores" under well-known banners such as Imaginarium, Animal Alley and "R" Zone. Now it's taking its game to the next level, only this time the branded "store" is not within the walls of Toys "R" Us; rather, it is Toys "R" Us.
In a recently launched test program with Giant Food, a U.S. subsidiary of Dutch-based Ahold, the toy …