Bloomberg has reported that Toys R Us, among other US retailers, is increasing its online investment in an attempt to catch up with online sites like Amazon.
The retailer is 'rushing to open distribution centres, revamp websites and integrate stores more seamlessly into their online operations,' says Bloomberg.
As many consumers turn to online stores for their shopping, Mick Mountz, CEO of Kiva Systems, which supplies the robots to retailers, explained: "Many brick-and-mortar retailers have had their 'a-ha' moment as Amazon continue to grow and the internet is getting more viable."
Online sales now account for around ten per cent of Toys R Us' revenue and CEO Jerry Storch said the firm is now spending more than ever on e-commerce.
Storch told Bloomberg: "We need to look at the online store and the brick-and-mortar stores the same."
The new robot-equipped distribution centre will mean that orders will be shipped the same day they are recieved.
The website has also been enhanced to allow children to play their birthday parties, picking the theme and gifts and then parents can email it to relatives and other parents.