Jump to content

Toys R' Us Physical Stores Returning To US By End Of 2019 As TRU Kids


Recommended Posts

According to Bloomberg, the retailer Toys R' Us will be making it's return to the United States in time for this years Holiday season with new physical stores which will now be called TRU Kids.


The new stores are expected to be 1/3 the size of the original stores and will have a major focus on the experience of buying toys as much as anything.


The stores are slated to be about 10,000-square feet, roughly a third of the size of the brand’s big-box outlets that closed last year, the people said. The locations will also have more experiences, like play areas. The startup costs could be minimized with a consignment inventory model in which toymakers ship goods but don’t get paid until consumers buy them, some of the people said.

There has still been know word on exactly how many stores will be initially opening or where.

As far as what products they will be carrying, that remains a bit of a mystery as many of the larger toy manufactures lost quit a bit of money when the original Toys R' Us went belly up in 2018. As of right now MGA Entertainment Inc. has signed on with the newly branded company with their CEO, Richard Barry stating he feels the stores are something the industry as a whole vitally needs. Only time will tell if other companies like Hasbro and Mattel feel the same way.

Link to comment
Share on other sites

58 minutes ago, 80sboy4 said:

I ultimately think this will not work out, for one the big two Hasbro and Mattel have to be on board with this new venture in order for this to successfully succeed. Curious to see how this works out.

They'll get on board because they want stores to sell their toys. 

Link to comment
Share on other sites

I hope it succeeds but I also there's one made in my area. We lost our TOYS "R" US back in the late 2000's.

Link to comment
Share on other sites

1 hour ago, sonic360 said:

Sorry, but this sounds like a half baked idea designed to cash in during the 2019 Xmas shopping season.

I don't think there's a real effort into creating a good Toy Store experience with quality toys.

Like the company that owns the name KB Toys planning to open "popup" stores starting on Black Friday?  Speaking of...Jay C, do you know if that's still on track to happen this year, too?

Link to comment
Share on other sites

  • 4 weeks later...

Tru Kids Brands TM (“Tru Kids”), the proud parent of the Toys“R”Us® brand will bring Toys“R”Usstores 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.

“With a 70 year heritage, the Toys“R”Us brandis beloved by kids and families around the world, and continues to play a leading role in the hearts and minds of today’s consumers,” said Richard Barry, CEO of Tru Kids and Interim co-CEO of the new Toys“R”Us joint venture. “We have an incredible opportunity to entirely reimagine the Toys“R”Us brand in the U.S. and are thrilled to partner with b8ta and key toy vendors to create a new, highly-engaging retail experience designed for kids, families and to better fit within today’s retail environment.”

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.

“As a kid, my memory of Toys“R”Us was running up and down the aisles kicking balls and playing with the coolest toys,” said Phillip Raub, co-founder and president of b8ta and Interim co-CEO of the Toys“R”Us joint venture. “As the retail landscape changes, so do consumer shopping habits. But what hasn’t changed is that kids want to touch everything and simply play. In partnership with Richard and his team, we are excited to bring back Toys“R”Us in an immersive way, focused on creating a fun and engaging experience for kids—and adults, too.”

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.

“We launched b8ta to change the fundamental infrastructure of retail, from the business model to the customer experience. b8ta is proud to bring Toys“R”Us stores back to the U.S. alongside our partner, Tru Kids, and with our Retail as a Service platform as its engine,” said Vibhu Norby, CEO of b8ta. “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.”

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.

Link to comment
Share on other sites

Join the conversation

You can post now and register later. If you have an account, sign in now to post with your account.

Reply to this topic...

×   Pasted as rich text.   Paste as plain text instead

  Only 75 emoji are allowed.

×   Your link has been automatically embedded.   Display as a link instead

×   Your previous content has been restored.   Clear editor

×   You cannot paste images directly. Upload or insert images from URL.


  • Find Action Figures on Ebay

  • Create New...
Sign Up For The TNI Newsletter And Have The News Delivered To You!

Entertainment News International (ENI) is the #1 popular culture network for adult fans all around the world.
Get the scoop on all the popular comics, games, movies, toys, and more every day!

Contact and Support

Advertising | Submit News | Contact ENI | Privacy Policy

©Entertainment News International - All images, trademarks, logos, video, brands and images used on this website are registered trademarks of their respective companies and owners. All Rights Reserved. Data has been shared for news reporting purposes only. All content sourced by fans, online websites, and or other fan community sources. Entertainment News International is not responsible for reporting errors, inaccuracies, omissions, and or other liablities related to news shared here. We do our best to keep tabs on infringements. If some of your content was shared by accident. Contact us about any infringements right away - CLICK HERE