Toys ‘R’ Us


An entertainment portal for the world's leading toy retailer.

Setting the scene

Toys R Us wanted to create an entertainment portal for children and parents to interact with games, puzzles and videos provided by toy brands such as Lego and Hot Wheels.

The project was a joint initiative by the eCommerce Directors from France, Germany and the UK.

A number of business benefits were identified:

"In true Quba fashion, they completed the project on budget, on scope and on-time"

Our approach

There were three key criteria for the project:

Early on we developed a prototype so we could ensure from a usability perspective that it was easy to use and that the responsive elements worked effectively.

We ensured the design followed Toys R Us brand guidelines whilst being visually stimulating and simple to interact with for younger users.

Technical solution

We built the portal using the Umbraco web platform which works well from a multilingual perspective.

The video and game content is served separately from a dedicated web server to ensure page load speeds are consistently fast.

To make it easy for new countries to be added we also spent time simplifying the back end. This means that Toys R Us could trial the Kids Entertainment Centre in different regions without needing to use significant internal time training their staff.

"The Quba team was extremely creative in terms of understanding and meeting our vendor partner’s format constraints when it came to video and gaming uploading and playback. Based on this successful launch we will be rolling the platform out globally"
Todd McElmurray
European e-Commerce Marketing Director

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