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New York & Tri-State  + New Jersey  + Retail  | 

New-Format Toys”R”Us Returns for the Holidays

Toys”R”Us, which shuttered all of its U.S. stores last year, will be returning to a brick-and-mortar format for the 2019 holidays. However, the rollout will be limited to two locations and the format will be updated.

Tru Kids Brands, which owns the Toys”R”Us brands, has partnered with experiential retailer b8ta, to deliver what the company called “a new store experience that will deliver the hottest toy products and brands, carefully curated and showcased in highly immersive smaller-format spaces.”

The smaller-format store will debut at the Garden State Plaza in Paramus, NJ, not far from Tru Kids’ headquarters in Parsippany, NJ, and at the Galleria in Houston.

“We have an incredible opportunity to entirely reimagine the Toys”R”Us brand in the U.S., and are thrilled to partner with b8ta and key toy vendors to create a new, highly-engaging retail experience,” said Tru Kids CEO Richard Barry.


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About Paul Bubny

Paul Bubny serves as Senior Content Director for Connect Commercial Real Estate, a role to which he brings 13-plus years’ experience covering the commercial real estate industry and 30-plus years in business-to-business journalism. In this capacity, he oversees daily operations while also reporting on both local/regional markets and national trends, covering individual transactions across all property types, as well as delving into broader subject matter. He produces 15-20 daily news stories per day and works with the Connect team and clients to develop longer-form content, ranging from Q&As to thought-leadership pieces. Prior to joining Connect, Paul was Managing Editor for both Real Estate Forum and GlobeSt.com at American Lawyer Media, where he oversaw operations at both publications while also producing daily news and feature-length articles. His tenure in B2B publishing stretches back into the print era, and he has served as Editor in Chief on four national trade publications. Since 1999, Paul has volunteered as the newsletter editor of passenger rail advocacy groups (one national, one local).