Published: Sat, July 20, 2019
Markets | By Otis Pena

Toys"R"Us to return with two new stores this November"


Toys "R" Us, the beloved toy chain that liquidated its USA stores in 2018 after filing for Chapter 11 bankruptcy in 2017, will have two new stores opening in the USA for the holiday season, according to a news release.

The company, which bought the brand last October, said it plans to open more Toys "R" Us stores in "prime, high-traffic retail markets" next year. Brand partners will be announced in the coming weeks, he said.

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.

The stores will be different from the Toys R Us stores so fondly remembered by generations of shoppers.

The news comes over a year after the retailer shut down the remainder of its stores in the United States after filing U.S Bankruptcy court documents and reportedly spending $50 to $100 million a month to operate its stores.

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Toys "R" Us's demise left a huge hole for companies such as Hasbro Inc. and Mattel Inc. and helped spark double-digit share declines for the toy companies in 2018.

The new Toys "R" Us will "deliver the hottest toy products and brands, carefully curated and showcased in highly immersive smaller-format spaces", Barry, head of Tru Kids Brands and the new venture. It won't feel particularly familiar to the original customers of the mega-massive toy store chain, anyway.

Consumers will have the opportunity to play with toys displayed out of the box before potentially purchasing them. One will be in New Jersey. Instead, they'll be popping up inside another dying retail experience: shopping malls. Toys R Us provides established brand power of the ultimate toy store - and the connections with toy brands therein. "B8ta is proud to bring Toys "R" Us stores back to the USA alongside our partner, Tru Kids, and with our retail as a service platform as its engine". Barry says a sizeable business is still up for grabs despite many retailers like Walmart and Target expanding their toy aisles.

Executives did not say how many people they planned to hire for the two stores, but they said they would give first dibs to former Toys R Us employees.

"We think that this is going to be scalable, and we think we can grow the business over time", said Barry.

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