Toys R Us opens doors to first new store

First of two Toys R Us stores opens in the US, bringing Geoffrey back to bricks-and-mortar alongside a revamped atmosphere centred on experiences and interactivity

Written by Rhys Thomas

Posted 28.11.2019 | Retail

Toys R Us opens doors to first new store thumbnail

The Toys R Us comeback tour is on. 

This Saturday, the toy retailer will open the doors to its first retail store since the chain shut down its remaining US retail locations last summer.

Located at the Westfield Garden State Plaza in Paramus, New Jersey – close to parent company Tru Kids’ headquarters – the new store promises to do away with the warehouse-style feel of old, instead welcoming consumers to “an immersive modern shopping experience”.

New features include an interactive ‘magical mirror’ that lets kids play with a virtual facsimile of Geoffrey, the Toys R Us mascot. Tru Kids, Toys R U’s the parent company, has also partnered with companies also have dedicated areas, complete with new experiences. Kids can trial Hasbro’s latest Nerf blasters, put their creativity to the test with LEGO interactive play tables, or head to Spin Master’s four-foot PAW Patrol lookout tower.

Flashy technology aside, Richard told reporters at the Paramus store that the best bits of “good old analogue” Toys R Us will return in this new era. There will be trained in-store staff called a ‘Play Pro’ to give advice, demonstrations of the latest playthings, and the magic ingredient that makes bricks-and-mortar retail so important to the toy industry: “Take the products out of the boxes and kids will be able to get their hands on them.”

“Toys”R”Us is built into the fabric of childhood and for more than 70 years has been the most trusted source for toys and play,” Richard adds. “With the return of Toys”R”Us stores in the US, we are bringing a highly engaging, experience-driven retail destination that celebrates play and deepens the connection between the world’s best toy, play, and entertainment brands and customers.”

Other toy brands partnering with Tru Kids on the new store include Schleich, Nintendo, Melissa and Doug, VTech and LeapFrog, and Cra-Z-Art. At the core of the store is a space called the Play-A-Round Theatre, where visitors can learn about more than 40 brands carried in-store.

The second planned Toys R Us store will open at The Galleria, a Simon Mall in Houston, Texas, next Saturday, 7 December.


Royal Mail celebrates 100 years of Rupert Bear thumbnail

Royal Mail celebrates 100 years of Rupert Bear

Royal Mail, in collaboration with DreamWorks Animation and Universal Brand Development has launched a set of eight stamps to mark ...

Festival of Licensing unveils community and wellbeing programme sponsored by ViacomCBS Consumer Products thumbnail

Festival of Licensing unveils community and wellbeing programme sponsored by ViacomCBS Consumer Products

The online programme will feature three complementary elements: Family Friendly Dance & Yoga, Retro Workout Class, and Self-Care

APC Kids adds new international broadcast partners to CTC Media Kid-E-Cats thumbnail

APC Kids adds new international broadcast partners to CTC Media Kid-E-Cats

The company has secured a raft of deals across all three seasons of CTC Media’s hit pre-school animation show

Press Releases

Industry leaders join The Key Buyers Event: Digital Edition from 8-15 June thumbnail

Industry leaders join The Key Buyers Event: Digital Edition from 8-15 June

Jay Roewe, SVP of production for HBO, Erik Barmack, founder of Wild Sheep, Marc Lorber, SVP, international co-productions & acquisitions ...

Energizer spotlights Masha the Bear thumbnail

Energizer spotlights Masha the Bear

Animaccord and Energizer partner on Masha and the Bear licensed torches, heading to retail across EMEA in 2020

Elmo’s World comes to UK’s Tiny Pop in 2020 thumbnail

Elmo’s World comes to UK’s Tiny Pop in 2020

Kids’ TV channel expands its Sesame Street content with new series of short-form, interactive episodes

Milkshake picks up Pirata & Capitan S2 thumbnail

Milkshake picks up Pirata & Capitan S2

UK kids’ block acquires second series of the Millimages pre-school animation after successful first run