Toys R Us UK sales are now some 20 per cent below the firm’s peak level achieved in 2006 and 2007, according to reports from Retail Week.
The toy giant has experienced plummets in sales since 2010, having fallen from £555.9m in the year to January 2010, down to £460.9m in the year ending January 2013.
The UK arm of the US company has also seen pre tax profits take a dive from £30.4m to under £6m.
Toys R US is now hoping for a positive Christmas period to help rejuvenate the sales slump witnessed over the last few years.
Toys R Us’ UK managing director, Roger McLaughlan has indicated his plans for the regeneration include improving the product range and increasing the number of exclusive items sold in store to 50 per cent with own labels including, Animal Alley, Imaginarium, You and Me, Just Like Home and Journey Girls.
McLaughlannow hopes to inject life in to the 80 Toys R US stores across the UK with new lines for Christmas including, interactive devices such as mobile phones and tablets.