Toys R Us plans temporary revival

Toys “R” Us has reopened a store in South Shore Plaza, Braintree, as part of a plan to revive the brand with approximately 120 temporary stores nationwide. The new stores are smaller and focus on nostalgia, targeting parents and children, with most leases lasting up to 12 months. Industry experts are divided on the success of this strategy amid strong toy sales and stiff competition from online retailers and big-box stores.

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