The first two new Toys R Us stores — one in Texas, the other in New Jersey — will open in November as part of a small comeback of the defunct iconic toy chain in the U.S.
Richard Barry, a former Toys R Us executive and now CEO of the new company called Tru Kids Brands, says an online experience will follow. He says brand partners and more details will be announced in coming weeks.
Tru Kids Brands said it has entered a partnership with a startup called b8ta, an experiential retailer to launch what Barry calls an interactive store experience based on a consignment model. Toymakers will pay for space in the stores but will get all the sales. The tech company will also offer brands access to data that will track traffic patterns and other metrics.
Plans are to open a Toys R Us store in The Galleria mall in Houston, and in Westfield Garden State Plaza in Paramus, New Jersey. The first two locations will be about 6,500 square feet — a fraction of the brand’s former big box stores. Barry noted stores opening later will be about 10,000 square feet.
The NJ store is set to open this Wednesday. Geoffrey the Giraffe will preside at a ribbon-cutting ceremony before the store opens to the public at 10 a.m..