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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