Toys R Us ignites imagination with AI-powered playtime personalization

Toys R Us reimagines the joy of discovery with Jewel ML’s AI-driven personalization for play.

Challenge

• Vast catalog across age groups and categories made it hard for shoppers to find the right toy quickly.
• Traditional filters couldn’t capture children’s preferences and changing trends.
• Needed to make every visit feel like a magical in-store experience online.

Solution

Jewel ML deployed AI-powered search and recommendation tools to curate toy suggestions by age, interests and past browsing behaviors. The no-code integration allowed the team to launch quickly and focus on creative merchandising rather than technical overhead.

Impact

• Delivered a meaningful uplift in digital revenue and engagement with personalized toy recommendations.
• Doubled click-throughs from product carousels to purchase pages.
• Improved checkout conversion by over 11%, turning browsers into buyers.

Why it mattered

For a brand synonymous with childhood wonder, presenting the perfect toy at the perfect moment reinforced customer loyalty and inspired families to come back for birthdays and holidays.

Future

Toys R Us plans to expand AI personalization to mobile apps and event-based shopping experiences, continually enhancing the journey from discovery to delight.

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