General Business

Toys”R”Us Opens Doors to First New US Store powering all digital sales transactions and product fulfillment

Toys”R”Us has returned, opening its first new US retail store at the Westfield Garden State Plaza in Paramus, just in time for the holiday season. The iconic brand brings the latest, most popular toy products and brands, carefully curated and showcased in highly experiential smaller-format spaces.

The new Toys”R”Us brings an immersive modern shopping experience where products are off the shelves and in the hands of customers. The second Toys”R”Us store will open at The Galleria, a Simon Mall in Houston, Texas on Saturday, Dec. 7.

“Toys”R”Us is built into the fabric of childhood and for more than 70 years has been the most trusted source for toys and play,” said Richard Barry, CEO at Tru Kids, the parent of the Toys”R”Us brand.  “With the return of Toys”R”Us stores in the US, we are bringing a highly engaging, experience-driven retail destination that celebrates play and deepens the connection between the world’s best toy, play and entertainment brands and customers.”

With a surprise around every corner, the new Toys”R”Us stores are expected to offer interactive hands-on play experiences from featured brand partners including: Hasbro; The LEGO Group; Melissa & Doug; MGA Entertainment; Nintendo; Schleich; Spin Master;  VTech; and CRA-Z-ART (Houston Store Only)

Further bringing to life the more than 40 brands carried in-store is the Play-A-Round TheaterTM, an open event space where kids and adults come to play, learn and discover – together. The theater will host a rotating schedule of programmed events including brand demonstrations, product launches, author visits, character meet and greets, and more. These unique experiences create endless opportunities to explore new interests, learn new skills, collaborate with new friends, or discover a new favorite toy.

Throughout the stores are a team of skilled sales associates, called a Play Pros, who will assist customers with product discovery, in-store purchases as well as online sales. For customers who wish to purchase items not available in store, interactive touchscreen displays are available throughout the store, providing the ability to browse and discover a deeper assortment of product through the newly launched website, which is powered by Target.  When a customer is ready to check out at the digital display, they can select to scan a QR code or send themselves a text or email with a link to the product page on When consumers click “Buy Now at,” they’re automatically linked to the same product page on to complete their purchase.

Tru Kids is the parent of beloved brands, including Toys”R”Us, Babies”R”Us, and Geoffrey the Giraffe. Established in January 2019, Tru Kids is focused on growing its family of brands through innovative partnerships that deliver kid-and-parent-focused experiences that expand beyond traditional retail concepts in the physical and digital spaces. The company delivers a wealth of services to valued license partners around the world. Celebrating over 70 years of heritage, Tru Kids is a new company with an expert team focused on families, kids, and play.

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