Tru Kids Brands, the proud parent of the Toys“R”Us brand will bring Toys“R”Us stores back to the United States this holiday season. Tru Kids and b8ta, the software-powered experiential retailer have entered into a joint venture to launch a new store experience that will deliver the hottest toy products and brands, carefully curated and showcased in highly immersive smaller-format spaces.
The first two new Toys“R”Us stores will open this holiday season, located in The Galleria in Houston, Texas, a Simon Mall, and in Westfield Garden State Plaza in Paramus, New Jersey. Brand partners and experiences will be announced in the coming weeks.
The new Toys“R”Us stores will serve as must-visit destinations for kids to learn, play, and fall in love with the latest and most popular toys, and for parents to have fun with their children and ignite their own childlike sense of play. The stores will be highly interactive with new events and activities every day, from seeing toys displayed out of the box to test before making a purchase, to visiting different brand stations to driving learning through play embracing STEAM, or just having fun with Geoffrey the Giraffe in the open playspace.
Using b8ta’s innovative experiential retail model, brands will showcase their products in an interactive, playground-like environment, creating an entirely new retail experience centered around product discovery and engagement. Brands also will have the opportunity to design custom experiences and branded shops to help them create memorable experiences for parents and children. This experiential retail environment will leverage b8ta’s Retail as a Service (RaaS) platform, which enables brands to actively manage their in-store experiences and measure how offline experiences translate into online sales.
The companies plan to open additional locations in prime, high-traffic retail markets within the U.S. over the course of 2020. To learn more about Toys“R”Us, and stay in the know about new store openings and offers, visit www.toysrus.com.