Toys 'R' Us Opens Sony In-Store Shop

By Alan Wolf -- TWICE, 8/6/2007

NEW YORK — Toys "R" Us has opened an in-store Sony shop within its flagship location in Manhattan's Times Square.

The dedicated 550-square-foot Sony space showcases an assortment of products that include Cyber-shot digital still cameras, Handycam camcorders, Walkman portable MP3 and CD players, Vaio notebooks, the mylo personal communicator, the Sony Reader, accessories and other personal audio products.

The area is staffed by specially trained sales associates who can "help customers make informed decisions about which items are best suited for their lifestyles," the toy chain said, and shoppers will be encouraged to use the devices to get hands-on experience before purchasing.

"Toys "R" Us is the destination for kids' electronics and Sony is a leading provider of consumer electronics," said Ron Boire, president of the toy specialty chain and former president of Sony Electronics Consumer Sales. "This initiative allows us to offer our customers a wider selection of innovative new digital products than ever before. With the opening of this new Sony section we are able to provide families with a convenient one-stop shopping experience for all their electronic needs."

There are no current plans to create Sony shops in any of the retailer's other 585 U.S. stores. The Time Square unit "is an ideal location for this type of shop due to the size of the store," a Toys "R" Us spokesperson said.