The toy retail chain Toys "R" Us continues to expand its operations in Israel, and has opened a new branch in Azrieli Ayalon Mall, one of the most central and busy shopping centers in the Gush Dan area.
The new store, which spans approximately 300 square meters and was established with an investment of about NIS 2M, presents the chain’s updated store concept in Israel - one that attempts to combine the classic play experience with worlds of design, technology, and content.
The chain explains that the emphasis is not only on product variety, but on a complete visitor experience: Spacious areas, modular displays, division into content worlds, and convenient accessibility designed for both children and parents. Among other things, it includes dedicated zones for developmental games, creative activities, building brands, baby products, and gifts for different age groups.
One of the most prominent elements in the new concept is the integration of digital screens and interactive tools, which present demonstrations and recommendations and add another experiential layer to the visit. In addition, the chain also emphasizes the sensory experience, with a dedicated soundtrack of children’s songs in updated arrangements, as well as a unique scent that characterizes the new concept stores.
The opening of the Ayalon branch is part of a broader process of renewal and expansion, which includes opening new stores and upgrading existing ones. In recent months, similar concept stores have also opened in Hadera, Gan Yavne, and Gan Shmuel, and the chain notes that additional branches are expected to open across the country by the end of the year.
The choice of Ayalon Mall is not accidental: It is a central shopping hub for families from the Ramat Gan, Bnei Brak, Givatayim, and Tel Aviv areas, positioning the new branch as a strategic activity point for the chain.
According to David Shaliker, CEO of the chain, “We continue to invest in the Toys “R” Us brand in Israel and create an innovative, exciting, and relevant shopping experience for today’s families. The new store in Ayalon Mall expresses our new approach, which is a combination of the classic play world we all love together with innovation, design, and technology.”