Toys R Us’ comeback continues Wednesday with its first new U.S. bricks-and-mortar store.
A month after opening two “immersive toy wonderlands” called Toys R Us Adventure and 17 months after shuttering all stores, the iconic toy brand opens a retail store at Westfield Garden State Plaza in Paramus, New Jersey.
The store will open to the public at 10 a.m., after a ribbon cutting ceremony and media preview earlier that morning, officials said Tuesday. The new store, which officials in a press release describe as a “highly experiential small-format retail space,” is located on the second level of the mall next to the AMC movie theater, officials said.
The opening is considered a soft launch, with a grand opening scheduled for Saturday, Nov. 30, with in-store events, giveaways and character visits.
A second location is expected to open soon in Simon Property Group’s The Galleria Mall in Houston, according to the mall website.
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But the new store isn’t the same Toys R Us that closed its remaining U.S. stores in June 2018.
In February, former Toys R Us executives announced the start of a new company called Tru Kids Brands. In June, news spread that the company was looking to open a half dozen stores and a new e-commerce site ahead of holiday shopping.
The new company’s president and CEO, Richard Barry, told USA TODAY in October that former employees were able to apply for jobs at the new stores first.
“These stores are fundamentally different from the Toys R Us stores that you’ll remember from the past,” said Barry, who was Toys R Us’ global chief merchandising officer. “They are smaller, very immersive, experimental as well.”
In October, the brand launched a new website, which features product reviews and videos. It directs shoppers to a buy button at Target.com to complete the purchase.
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