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Toys ‘R’ Us steps into the digital age

Chain responds to an era of 2-year-olds with iPods

By Michael B. Farrell
Globe Staff / November 18, 2011

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It was probably just a matter of time before America’s biggest toy seller added a touch of the Apple Store to its aisles. In an era when toddlers play with tablets and tweens text on iPhones, the Toys R Us chain has taken a big step into the digital age. It has expanded its in-store real estate for high-tech hardware by 25 percent to meet the appetite kids have for gadgets, and to compete with big box retailers.

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52%
Of children 8 and younger have access to new mobile devices such as smartphones or tablet computers.
25%
Of children ages 2 to 5 have their own tablets.
17%
Of children ages 12 to 17 want a tablet computer this holiday season.
SOURCES: Common Sense Media, Consumer Electronics Association, Play Science