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Toys "R" Us move into the Xtreme-Zone

Toys "R" Us move into the Xtreme-Zone

There is one more competitor on the block for retailers as national games and hobby retailer Toys "R" Us this week launched its move into the electronic games market, a sector that up until recently was traditionally the territory of computer stores.

The name of the new electronics department is Xtreme-Zone. It will specialise in the latest electronic gaming technology including both software titles, the hardware needed to run them, and accessories.

Buoyed by successful trailing of the concept in three stores, the name was inspired by the winning entry in a four-week competition, which invited the targeted youth market to come up with, names via the 2-DAY FM radio network.

Cecilia Kramer from Prahan in Victoria won the competition and was on hand in Sydney for the official Xtreme-Zone launch at Toys-R-Us, Parramatta, last Sunday.

The Toys-R-Us computer games section is now operating in 16 stores nationally, including six in Victoria, four in NSW, two in both Western Australia and Queensland, and one in both South Australia and the ACT.

According to John Redenbach, merchandising director at Toys-R-Us, "the three test sites were highly successful and we are proud to have the stores named so appropriately by one of our target audience".

Some of the new electronics departments will also incorporate a whole new philosophy in retailing with deeper and lower shelves for stock. Officials believe looking down over products gives buyers a three-dimensional view rather than the two offered by eye-level contact.


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