“You have to be particularly inept to make a toy store boring, but Toys R Us managed it,” comments Neil Saunders at GlobalData. “Their shops have very little ‘pester-power’ because very few children demand to be dragged around aisles and aisles of shelves of products. The shops are no longer exciting for children, and for parents it’s more convenient for them to buy toys along with their groceries at Walmart or online.” More here.
Our local Toys R Us is boring as well and feels more like a big warehouse than a friendly and welcoming place, but I suspect that the problem goes deeper. Kids grow out of traditional toys earlier now and many toy stores seems to have ignored that tech products can also be toys. They have moved too slow.