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Toys ‘R’ Us Opens First New US Store in New Jersey

Hopes New Smaller Interactive Stores Will Turn the Iconic Brand Around

Toys ‘R’ Us is back.

The iconic chain will open its first new US retail store Saturday at the Westfield Garden State Plaza in Paramus, New Jersey. The store will feature a smaller footprint store with curated brands in experiential spaces.

Tru Kids, the company that formed this year after the bankruptcy is hoping the smaller, immersive, modern shopping experience will turn the brand around.

“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,” said Richard Barry, CEO at Tru Kids.  “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.”  

The new store will feature interactive play areas featuring brands including: Habro, Lego, Melissa & Doug, MGA, Nintendo, Schleich, Spin Master, VTech, CRA-Z-ART.

The store will feature an open event space named Play-A-Round Theater which will feature scheduled events, brand demonstrations, product launches, author visits, character meet and greets, and more.

Sales associates, named Play Pros, will assist customers. Purchases of items not available in the store can be made on interactive touchscreen displays throughout the store linked to the newly launched Toys ‘R’ Us which is powered by Target.

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