I mean they could have play areas in the stores for kids to mess around in, maybe even do on-site focus-groups for new toys coming out. A run-of-the-mill retail store can't compete with Amazon on the simple basis of convenience. If a trip to Toys 'r Us is literally a matter of walking in, grabbing the item you want, paying, and walking out, then people will likely opt for the more convenient option of buying something online from the comfort of their homes. Offering customers an experience that they otherwise cannot get with internet shopping is the key here. If they're able to give kids something to do, parents might very well respond to something like that.