Toys R Us' flagship Times Square outlet now boasts a 550 square foot Sony shop in-store.
The dedicated space is showcasing a variety of products including Cyber-shot digital still cameras, Handycam camcorders, Walkman portable MP3 and CD players, Vaio notebooks, the Mylo personal communicator, the Sony Reader, accessories and other personal audio products.
The area is staffed by specially trained sales assistants, while shoppers will be encouraged to use the devices to get hands-on experience before purchasing, according to consumer electronics news website Twice.
"Toys R Us is the destination for kids' electronics and Sony is a leading provider of consumer electronics," said Ron Boire, president of TRU and former president of Sony Electronics Consumer Sales. "This initiative allows us to offer our customers a wider selection of innovative new digital products than ever before. With the opening of this new Sony section we are able to provide families with a convenient one-stop shopping experience for all their electronic needs."
There are no plans at the moment to create dedicated shops in any of TRU's other 585 US outlets.