Sony Proactive in Driving Changes in Toy Distribution

Brand leader Sony is taking the initiative to reinvent the consumer experience in its distribution channels by building its own "store within a store" concept inside existing consumer electronics retailers. The company has started with a Toys 'R' Us pilot.

Alan Wolf at TWICE reports that the dedicated 550-square-foot Sony space, the retailer's first, showcases an assortment of products that include Cyber-shot digital still cameras, Handycam camcorders, Walkman portable MP3 and CD players, Vaio notebooks, the mylo personal communicator, the Sony Reader, accessories and other personal audio products.

The area is staffed by specially-trained sales associates who can “help customers make informed decisions about which items are best suited for their lifestyles,” the toy chain said, and shoppers will be encouraged to use the devices to get hands-on experience before purchasing.