I also rankle at the "sell experiences" trend. It pegs my bogon detector from the moment I walk in until the instant I leave. If I want a memorable experience, it's not going to have a prominent, obvious cash register in it, thanks.
Having demonstration models in the store is a normal retail thing to do for selling the product in question, and does not need to be relabeled as an experience. Real experience-sellers already have their exit through their gift shop.
The advantages [New] Toys 'R' Us will probably have to leverage over Amazon will have to include lower per-unit shipping costs (in both time and money), in-person inspection and demonstration, search/discovery of well-curated product lines, no-hassle replacements with low-hassle returns, and counterfeits/defects protection. And it's still going to need website sales and some way for kids (who may be COPPA-aged) to browse the catalog, engage, and build up a wish list.
But in all likelihood, they'll probably just try throwing more money at brand marketing, rather than actually being better toy retailers. I shall be preemptively disappointed until my dearth of faith is invalidated.