The long, strange saga of Toys “R” Us in the U.S. over the past two years has a new chapter.
Just days after the announcement that Tru Kids Brands’ reimagined shopping experience would open at 10 a.m. on Saturday, Nov. 30, in Paramus, New Jersey, the company held a ribbon-cutting ceremony and opened its doors to the public today. The first new Toys “R” Us store to open since the total liquidation and closure of the iconic chain in June of 2018 is presented in collaboration with b8ta, a software-powered experiential retailer.
The new store on the upper level of the Westfield Garden State Plaza features a wide assortment of toys, games, and books from companies such as Hasbro, Mattel, MGA Entertainment, Spin Master, Moose Toys, Wicked Cool Toys, Schleich, LEGO, Nintendo, WowWee, and others. Top brands include L.O.L. Surprise, Fisher-Price, Little Tikes, Baby Shark, Monster Jam, Barbie, and more, in addition to some of this fall’s top licenses such as Frozen 2 and Star Wars: The Rise of Skywalker. Many of this season’s hottest holiday toys as featured in the Toy Insider‘s Holiday Gift Guide are prominently displayed, such as Blinger, the Monster Jam Mega Grave Digger RC, and the VTech Mix & Match-a-Saurus.
The store features activity spaces including Geoffrey’s Tree House, Geoffrey’s Magical Mirror, and the Play-A-Round Theater — a multi-purpose space for live events, demos, parties, and gatherings. Geoffrey himself will be on-hand to greet families at various times throughout each day.
“Toys“R”Us is built into the fabric of childhood and for more than 70 years has been the most trusted source for toys and play,” says Richard Barry, CEO at Tru Kids Brands. “With the return of Toys“R”Us stores in the U.S., we are bringing a highly engaging, experience-driven retail destination that celebrates play and deepens the connection between the world’s best toy, play and entertainment brands and customers.”
Toys and games are on-display throughout the new store, with items available to purchase. Items not available at the physical location can be ordered with fulfillment handled by Target. Digital signage boards throughout the store offer an interactive way to locate and order product, while customer movement is tracked by b8ta for reporting to vendor partners. Store associates known as PlayPros will be available to assist shoppers with their purchases.
A second Toys “R” Us location is set to open Saturday, Dec. 7, at The Galleria in Houston, Texas, a Simon Mall.
