Evogence

Toys”Я”Us 
Powering a Technology-Driven Retail Comeback for a New Generation 

Industry:

Specialty Retail & Entertainment 

Solution Type:

Experiential Retail, Interactive Displays, Retail Analytics,
Content Management 

Overview

As Toys”Я”Us  prepared to relaunch its physical retail presence after closing all U.S. stores in 2017, the brand partnered with Experience MINT to deliver a technology-forward, experiential retail environment. Evogence supported the initiative by providing the integrated technology infrastructure that enabled interactive shopping, immersive events, and centralized content control — creating a modern omnichannel experience designed to engage kids and keep parents coming back. 

Challenges

  • Relaunching an iconic brand for a digitally native generation 
  • Creating engaging in-store experiences beyond traditional retail 
  • Coordinating interactive content across multiple zones and brands 
  • Delivering a complex technology rollout under an aggressive timeline 
  • Ensuring scalability and remote management across locations

Key Benefits 

  • Immersive, technology-driven retail experiences for all ages 
  • Centralized content management across all in-store displays 
  • Interactive shopping that bridges in-store and online journeys 
  • Actionable retail analytics to inform operations and merchandising 
  • Rapid deployment in high-profile mall locations

Evogence Approach

Evogence focused on building the technology backbone that powered the experiential vision. By integrating interactive touchpoints, digital displays, analytics, and a centralized content platform, Evogence enabled Toys”Я”Us  and its brand partners to deliver consistent, engaging experiences while maintaining flexibility for ongoing updates and future expansion. 

What We Delivered

Integrated Digital Display Ecosystem 
Oversized video walls, interactive screens, and branded displays throughout the store support entertainment, product discovery, and event programming. 
Interactive Touchscreen Shopping Experiences 
Touchscreens placed in anchor brand shops and across the sales floor allow kids and parents to explore products, build shopping carts for in-store or later online purchase, and share experiences digitally. 
Centralized Content Management Platform 
All displays and touchpoints are powered by Evogence’s content management software, enabling remote updates, brand control, and synchronized messaging across the entire store. 
Retail Analytics & Camera System 
A full-store analytics solution tracks traffic patterns, engagement zones, and dwell time to support smarter merchandising and operational decisions. 
Complete Technology Infrastructure 
Environmental audio, in-store networking, and supporting hardware ensure a seamless, reliable experience across every digital layer. 

Visitor Impact

Strong customer traffic
and positive buzz following store launch 

High engagement
with interactive displays
and event spaces 

Seamless integration
of entertainment, shopping, and brand storytelling 

Stores delivered
and fully operational
in under 45 days 

Scalable technology framework ready for future locations 

Conclusion

Evogence helped power the Toys”Я”Us  retail comeback by delivering the connected technology ecosystem behind the experience. By enabling immersive digital engagement, centralized content control, and actionable analytics, Evogence supported a modern retail environment that honors a beloved brand while meeting the expectations of today’s consumers. 

Ready to create a retail experience your customers will remember?

Let’s bring your vision to life. 
Contact Evogence today
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