Toys "R" Us Returns with a First Look at Its Newest Store

With two locations set to open in the coming weeks.

By
Design
43,754 Hypes 11 Comments

Toys “R” Us’s relaunch is officially here, as the international toy, clothing, video game, and baby product retailer is scheduled to open its two new stores in the United States. The smaller-format stores will put more emphasis on experience through its design rather than occupy huge spaces as its previously done.

The first Toys “R” Us store will debut November 30 at Unibail-Rodamco-Westfield’s Garden State Plaza mall in Paramus, New Jersey. Meanwhile, the second location at Simon Property Group’s The Galleria in Houston is expected to debut in early December. The Paramus location is 6,000 square feet and will be staffed with roughly a dozen workers that are trained to test toys with children and parents.

This marks the brand’s return to brick-and-mortar retail following the company’s liquidation last year, which forced it to shut down its entire fleet of stores. Tru Kids, which has been instrumental in getting its retailer brand back on its feet, is teaming up with Target to relaunch the Toys “R” Us website.

“We wanted to make sure that everywhere you turned in the store there was interactivity,” said Richard Barry, president and CEO of Tru Kids, in an interview at the Paramus store. “We have an amazing number of digital experiences throughout the store, but we also have good old analog [experiences]. … Take the products out of the boxes and kids will be able to get their hands on them.”

Although store sizes will be reduced in the retailer’s latest incarnation, Barry has stated Toys “R” Us stores would take up to 10,000 square feet per store in the future. The company still plans to open 10 stores nationwide next year, which may also include a bigger New York flagship location.

Check out the inside of the New Jersey location below, then take a look at London’s best homeware and design stores.

Read Full Article

What to Read Next

Eric N. Mack Translates Paintings onto 50 Studio-Produced Shirts for "Nationale" Project
Arts

Eric N. Mack Translates Paintings onto 50 Studio-Produced Shirts for "Nationale" Project

On view at Jeffrey Stark NYC.

Michelin Drops 'Jiro Dreams of Sushi' Restaurant From Tokyo Guide
Food & Beverage

Michelin Drops 'Jiro Dreams of Sushi' Restaurant From Tokyo Guide

Sukiyabashi Jiro will no longer be recommended by the famed food experts.

Borre Akkersdijk of BYBORRE Is Altering the Future of Textile Design
Tech 

Borre Akkersdijk of BYBORRE Is Altering the Future of Textile Design

Presented by Samsung
The Samsung Galaxy Fold helps him push the boundaries.


City Girls Are Back in Familiar Form With Bossy "You Tried It" Single
Music

City Girls Are Back in Familiar Form With Bossy "You Tried It" Single

The rap duo is reunited.

visvim Drops Striking Patchwork and Paint-Splatter Goods for Black Friday
Fashion

visvim Drops Striking Patchwork and Paint-Splatter Goods for Black Friday

Kofu Christo sandals, customized Valdez coats and more.

An Official Look at the CLOT x Air Jordan 1 Mid "Fearless"
Footwear

An Official Look at the CLOT x Air Jordan 1 Mid "Fearless"

With signature silken patterns and tear-away detailing.

More ▾
 
Subscribe to our Newsletter

Gain access to exclusive interviews with industry creatives, think pieces, trend forecasts, guides and more.

By subscribing, you agree to our Terms of Use and Privacy Policy.

Help us serve you better

We appreciate your support in allowing HYPEBEAST ads, where we can share contents from the latest fashion, to those culturally relevant. By adding HYPEBEAST to your ad blocker's whitelist, ads on our sites will show while you continue to browse.