Toys 'R' Us is coming back with new stores

Daniel Fowler
July 20, 2019

Toys "R" Us, or rather Tru Kids (the company that is helping to manage the brand names left in the wake of the liquidation last year), has teamed up with b8ta, a software company that specializes in immersive retail experiences, and will each own 50% of the new endeavor.

Toys "R" Us filed for Chapter 11 bankruptcy in an effort to shed $5 billion it had accumulated in debt and reinvest the $400 million it was spending a year to pay that off, into its stores, CNN reported.

Barry said more details about the stores will be announced in the coming weeks, including an added online experience.

Tru Kids and b8ta plan to open 10 total USA stores by the end of 2020, but their first step will be launching two stores this fall in the Galleria mall in Houston, Texas, and in the Westfield Garden State Plaza in Paramus, New Jersey.

Unlike numerous old Toys" R " Us stores, the new locations will be "in high traffic locations and mostly in mall locations", according to Phillip Raub, Co-Founder & President of b8ta.

AP wire stories helped contribute to this report. The rumors were true: Toys "R" Us will return in 2019 in time for the holiday season. "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".

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The new stores will be smaller than their predecessors. Tru Kids bought the intellectual property of Toys "R" Us, including the brand names of Toys "R" Us, Babies "R" Us, and Geoffrey the Giraffe, after the chain's bankruptcy filing and liquidation a year ago.

The key issue, however, is how much support the new model will get from suppliers, who were burned by Toys R Us' quick demise and may not want to take another chance.

The two locations will be going in New Jersey and the other in Texas. Instead, they'll be popping up inside another dying retail experience: shopping malls. Barry was the former global chief merchandising officer for Toys "R" Us.

An artist rendering shows the design for the new Toys R Us stores.

The joint partnership plans to open 10 additional stores in "prime, high-traffic retail markets" within the USA throughout 2020.

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