Toys R Us to Return With Two New U.S. Stores

Posted on July 19, 2019

Toys R Us is returning to the U.S. retail landscape. Tru Kids Brands has announced plans to open two new stores after the toy chain closed all its U.S. stores last year. Tru Kids was established in 2019 and owns the Toys R Us brand as well as Babies R Us and Geoffrey the Giraffe.

Tru Kids says thew new stores will open in The Galleria in Houston, Texas and in Westfield Garden State Plaza in Paramus, New Jersey. The new stores will be more interactive and experience oriented than the previous Toys R Us format. The company has collaborated with b8ta, which is described as a "software-powered experiential retailer." Tru Kids says brand partners and experiences for the new stores will be announced later this year. The new stores will open in time for holiday shopping.

Tru Kids says the new stores will provide an "interactive, playground-like environment" where kids can experience toy brands.

Tru Kids says, "The stores will be highly interactive with new events and activities every day, from seeing toys displayed out of the box to test before making a purchase, to visiting different brand stations to driving learning through play embracing STEAM, or just having fun with Geoffrey the Giraffe in the open playspace."

Tru Kids says they also have additional Toys R Us locations planned for 2020. A report in CNN says Toys R Us still has about 900 stories open in Europe, Asia and India. Tru Kids acquired the Toys R Us brand last year.

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