As the retail terrain continually transforms to truck with the latest consumer shopping patterns, Toys ‘R’ Us is reconfiguring its Times Square store in a new layout that may influence its outlets nationwide. The 100,000-square-foot flagship location has set up themed departments that have the feel of specialized boutiques.

These shop-in-shops group product into broad themes such as sports, science fiction, apparel and Geoffery (yup, he’s that popular), and there are also two branded areas dedicated exclusively to Barbie and Sony merch. The Geoffery, sports and science fiction boutiques will house exclusive memorabilia items that speak to the touristy location of the Times Square store. But the Barbie shop, headlined by a life-sized Barbie dollhouse, is more in line with the retailer’s MO of setting up branded boutiques for one-month stretches in all of its State-side stores. The most recent of these temporary fixtures in locations nationwide have featured Transformers, Pokémon and Nickelodeon.

Meanwhile, the Sony area, which TRU says will be the centerpiece of the store’s electronics and music department, boasts specially trained staff and hands-on demos that let customers test-drive product.

The apparel department is a mind-blowing 2,200-square-foot mecca of clothing for newborns up to kids size seven. The product mix features the chain’s own Little Legends and Koala Kids lines, as well as a broad collection of licensed shirts, pants, pajamas and baby bibs.