Outdated and never changed with the times. TRU was just walking through a warehouse - which was amazing years ago when there was no internet, and most towns had crap/no toy stores. They never compete on price and the warehouse approach means no (shudder) 'retail theatre' to make the experience stand out.
When I was younger town had a Woolies (limited selection, but often newer, stuff) for toys.
You could go into Oxford though and there were a few "stores that had toys" (I can't recall an actual toy story).
Toys R Us (in Swindon, eventually Oxford got one!) is where you went for big things...like Titanus
(God looking that that's such over priced barely functional tosh. Little Me loved it though
)