They are fickle - in fact, by the numbers, they are the most fickle of all consumers. Nearly a third of Bridge Millennials have switched away from or tried a new merchant in the last 30 days. This consumer group is extremely prone to using smartphones as commerce tools and using stores as showrooms - a full 14 percent of Bridge Millennials report using retail stores to look at things, but not to buy them. However, those declining sales remained because the emerging generation of parents - those Bridge Millennial moms and dads - shop and buy in a very different way. Those massive debt service payments, combined with declining sales, were the double whammy in the demise of the brand. ![]() Toys R Us had also taken on a massive amount of debt - thanks to being taken private in 2005, via a $6.6 billion leveraged buyout deal with Bain Capital, KKR, and Vornado Realty Trust. At that point in retail history, Amazon was mostly known as an online bookstore. ![]() Walmart actually displaced Toys R Us as the nation’s top toy dealer in 1998 - 20 years ago when older Bridge Millennials were starting college - and much of the generation was still having toys bought for them. Though it has been popular to lay the blame for the fall of Geoffrey at the feet of the Generation Selfie, that narrative needs to be taken with a lot of salt. It’s worth noting at the outset that millennials are blamed for killing all kinds of things: home ownership, the diamond engagement ring industry, dressing up for work, physical retail on the whole - the list goes on. The Changing Buying Habits Of Millennial Parents They were much more likely to be “ Amazon Adults.” These days, though, we call them Bridge Millennials.Īnd, as the recent bankruptcy and great sell-off demonstrates - when they grew up, they definitely weren’t Toys R Us Kids anymore. However, the core Toys R Us Kids - the group that remembers humming the early ’80s jingle during their entire childhood - have firmly embedded themselves in adulthood. Though, as countless have pointed out over the last five years or so, millennials did make a valiant effort holding off that process by having their mothers do their laundry for as long as possible. The prophetic part is at the end, when the song notes, “I don’t wanna grow up because, if I did, I wouldn’t be a Toys R Us Kid.”Īs it turns out, those “Toys R Us Kids” did grow up. There is a good chance the average American - in their late 20s to early 40s - will be able to get through at least the first few bars. That jingle also managed to be oddly, and unfortunately, prophetic.įind any human being raised in the United States between 19, and ask them to sing the song. Toys R Us’ famous “Toys R Us Kids” jingle succeeded in doing that, and then some. There have been a number of great commercial jingles in the history of commercials - tunes so catchy that they stick, almost forever, and remind us of brand names simply by nature of being so catchy.
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