Toys R Us Poised for Comeback

It was not that long ago that popular toy chain Toys ‘R’ Us announced it was filing for bankruptcy. That was a disappointing day for many, of course; but it looks like things are turning around.  This week, Toys ‘R’ Us revealed its triumphant return to the United States retail world, with its first new store. 

Children—accompanied by their parents, of course—can visit the revamped toy-buying experience at the Westfield Garden State Plaza in Paramus, New Jersey.  At this new outlet, shoppers will encounter a reading space, a movie theatre, and even an in-store treehouse (complete with doorbell).  

Of course, you famous Toys ‘R’ Us mascot Geoffrey the Giraffe presided over the ceremonial ribbon cutting for the grand opening, Wednesday morning, just in time for the holiday shopping season. 

If you were not aware, Toys ‘R’ Us’ parent company is Tru Kids, and they have been quite hard at work redesigning and adapting the store for the modern family.  Instead of shelves crammed full of as many toys as will fit, brands can now “design custom experiences and branded shops to help them create memorable experiences for parents and children,” according to Tru Kids. 

Now, this experience-focused initiative certainly means the store will have fewer toys available to purchase in the store. That is a new direction, for sure, but the company hopes that the experiences will encourage parents to use in-store technology to order toys from the online stock. 

Tru Kids president and CEO Richard Barry comments, “This store has about 1,500 items, but through the technology in the store, you can buy over 15,000 items today.”

In a previous statement, Barry had said, “We know that customers love shopping as a means of entertainment. That’s something built into the DNA of human beings. We also know kids and families are looking for things to do on the weekends or when school’s out. We know parents and families really value play and the value of toys overall. As we thought about the strategy, we wanted to put all those things together.”