The UK managing director of Toys R Us has told Retail Week that he wants the chain to be the biggest toy retailer in the UK.
Roger McLaughlan unveiled a series of plans to the trade publication including improvement of its product range, creation of more in-store theatre and development of its multi-channel presence.
As part of its three-year strategy, TRU is aiming to have the widest range of toys that shoppers can "see, touch and physically interact with" in its 80 stores.