Toys R Us' comeback continued 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 opened a
retail store at Westfield Garden State Plaza in Paramus, New Jersey.
The
54-year-old brand has re-imagined the toy shopping experience for
customers, said Richard Barry, chief executive of Tru Kids, which
operates Toys R Us, during the space's soft launch on Thanksgiving
Eve. A grand opening is scheduled for Saturday with in-store events,
giveaways and character visits.
"Historically,
Toys R Us stores were 40,000-square-feet, large big box locations,"
Barry said. "What we’ve looked to do here is completely re-imagine the
shopping experience and the buying experience by really embracing
experiential retailing."
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