Associated Press

TAMPA, Fla. (AP) – Toys “R” Us has revamped three Tampa Bay-area stores with a slew of new gadgets and a fresh look, as it works to stay afloat in a cutthroat toy and retail industry this holiday season.

The Tampa Bay Times ( reports that the area’s population growth, economic conditions and employment rate were factors in the company’s decision to invest here. The company is even considering adding a new store within the city limits of Tampa.

Among the new offerings: magic mirrors where cartoon characters copy people’s movements through 3-D technology, a new toy lab and a movie headquarters. The stores also added an American Girl section.

And the Brandon store is one of five U.S. locations testing out an in-store Build-A-Bear Workshop.