In June 2018, iconic toy retailer Toys “R” Us filed for bankruptcy and shuttered more than 700 stores in the U.S. The company has since reorganized under a new name, Tru Kids Brands, and partnered with Target to relaunch ToysRUs.com. Almost 18-months after its fall from grace, the revitalized brand returns to the retail world with a new concept store in Paramus, New Jersey – just a short distance from the company’s former headquarters in Wayne, New Jersey.
At 6,500 square feet, the new store is a fraction of the size of previous big-box locations. It contains approximately 1,500 toys and, through in-store technology, shoppers can choose from more than 15,000 additional items online.
A significant focus of the new store is interactive experiences for customers, including an in-store tree house, reading space, and small event space for birthday parties and other store-run programs. The experiential retail concept also features multiple branded areas where kids can test out toys before purchasing them, including offerings from Hasbro, LEGO, and Nintendo.
Tru Kids has plans to open up to 10 additional concept stores in 2020. In anticipation of demand for toys during the holiday season, the company has already opened a second store in Houston, Texas.
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