Toys R Us Begins USA Comeback with Two New Look Stores

Toys R Us has revealed further details of its plans to be back in business in the USA in time for Christmas.

Tru Kids, the owners of the Toys R Us brand, is partnering with b8ta to open these new store.

b8ta was founded in 2015 and describes itself as a software-powered experiential retailer.

Only two stores are opening, however, this new joint venture promises to provide “…a new store experience that will deliver the hottest toy products and brands, carefully curated and showcased in highly immersive smaller-format spaces.”

The new stores will be in The Galleria in Houston, Texas and Westfield Garden State Plaza in Paramus, New Jersey.

Richard Barry, CEO of Tru Kids and Interim co-CEO of the new Toys“R”Us joint venture said: “We have an incredible opportunity to entirely re-imagine 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 designed for kids, families and to better fit within today’s retail environment.”

The new stores are being pitched as must-visit destinations for children and parents. With events and activities taking place every day, toys displayed out of the box to test before making a purchase, brand stations, an area to learn through play and a chance to have fun with Geoffrey the Giraffe in the open play space.