Time to embrace the yuletide spirit!
Tru Kids Brands, the owner of Toys "R” Us, announced that the iconic brand will make a comeback just in time for the holiday season, so start mapping out your December kids' events calendar—and wishlist!—accordingly.
Rumors swirled earlier this year that the beloved spot would reemerge after filing for bankruptcy and closing over 800 stores across the country. Looks like those rumors were true.
"We have an incredible opportunity to entirely reimagine 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," Richard Barry, CEO of Tru Kids and Interim co-CEO of the new Toys "R” Us joint venture, said in a statement.
Two locations will open toward the end of the year, one in Westfield Garden State Plaza in Paramus, New Jersey and the other in The Galleria in Houston, Texas . The brand will partner with b8ta, a software-powered experiential retailer, to reimagine its offerings. There will be interactive activities, play areas, STEAM-focused experiences and, of course, time to hang out with Geoffrey.
Vibhu Norby, CEO of b8ta, said, “The new Toys "R” Us stores will be the most progressive and advanced stores in its category in the world, and we hope to surprise and delight kids for generations to come.”
Additionally, the brand plans to expand and reestablish Toys "R” Us locations in high-traffic areas in 2020. Needless to say, we're pretty excited to see what's on the horizon!
To learn more, visit toysrus.com.
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