We’re a bit late reporting this news, but better late than never as Toys ‘R’ Us is back from the bankruptcy dead (sort of) with the opening of a brand new store in the Garden State Plaza in Paramus, New Jersey. The scaled-down store will feature less toys in terms of sheer product volume and will instead direct its focus towards providing hands-on experiences with the available in-store items.
A second retail store is scheduled to open in the Galleria mall in Houston, Texas later this week with 10 new stores expected to be up and running by the end of 2020.
News of Toys ‘R’ Us partnering with Target for online purchases was announced in October.
Toys “R” Us’s reincarnation will have a focus on experiences like a replica treehouse and a movie theater in stores. A costumed version of mascot Geoffrey the Giraffe will also greet kids and parents.
“There’s such pent-up demand to see what the new Toys ‘R’ Us experience will look like,” Richard Barry, chief executive officer of Toys “R” Us parent Tru Kids Inc., said in an interview.