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CE space gets a TRU player

WAYNE, N.J. — Toys“R”Us is looking to become a bigger player in the consumer electronics space by announcing the expansion of key categories and dedicated store space.

The company said new and expanded product categories include prepaid mobile phones, tablet computers, headphones, iPod docks, digital cameras and accessories for the Apple ecosystem. In addition, the company hopes to entice customers with a redesigned electronics department with interactive displays. Toys"R"Us said it will also provide expert staff to aid with purchasing decisions. At the same time, the company said it has worked to strengthen its leadership position in family-oriented video games and movies, licensed electronics, musical instruments and karaoke.

“At Toys“R”Us, we continually seek ways to offer the latest in consumer electronics products and we are excited to add new portable items to our assortment such as no contract mobile phones, tablet computers, electronic reading devices and more,” said Troy Peterson, VP divisional merchandising manager, electronics and entertainment for Toys“R”Us Inc. “Our customers are sure to enjoy the newly redesigned department, which allows them to get hands-on experience with many of our new products, as well as demos of some of the hottest video games available.”