Toys 'R' Us taps tech startup b8ta to bring its stores into the future

Retail-as-a-Service startup b8ta, which has partnered with the likes of Google and Macy's, is getting into the kids' toys space. As part of a new joint venture with Tru Kids Brands, which owns Toys "R" Us, b8ta will bring its expertise in experiential retail to the iconic children's toy store. After about eight to 10 months of working together, b8ta and Tru Kids Brands are pulling back the curtains on what they've been working on.