ToysRUs was a highly successful brand for revolutionising retail experience in its early years. However, with increasing competition and a shift from physical toys consumption to online games, ToysRUs faces constant threat to its revenue growth. As such, as part of ToysRUs digital transformation, we propose for ToysRUs to adopt an omnichannel approach to its retail as well as explore new areas of business such as cloud gaming.

I was mainly in charge of redesigning ToysRUs mobile application as well as thinking of solutions to support ToysRUs digital transformation.