A year after its full shutdown, America\u2019s favorite toy store is making a comeback. Toys R Us is reopening in 2019 with two smaller-format, permanent stores in New Jersey and Texas. Also in the mix \u2014 interactive technology to match its online customer base. This is Toys R Us reimagined: all of the nostalgia, and hopefully, none of the bankruptcy.<\/p>\n
The first store debuted on Saturday at the Garden State Plaza mall in Paramus, New Jersey. And soon, in early December, a second will open at The Galleria in Houston, Texas. The 6,000-square-foot Paramus store will be staffed with \u201ctoy professionals,\u201d trained to help families test out toys and order items online that aren\u2019t in physical stock.<\/p>\n
In July, Toys R Us\u2019 parent company Tru Kids announced a partnership with software retailer \u201cb8ta\u201d for their new stores. They plan to team up to launch 10 stores nationwide in 2020, including a larger NYC flagship store.<\/p>\n
B8ta already has dozens of its own stores, but it\u2019s now using its in-house technology platform to help top toy brands like Lego and Nerf create their own \u201cmini boutiques\u201d inside the new Toys R Us shops. It\u2019s also installed sensors in the store ceilings to monitor traffic patterns and shopper cadence to provide feedback on the store\u2019s success with customers.<\/p>\n
\u201cWe wanted to make sure that everywhere you turned in the store there was interactivity,\u201d Tru Kids president Richard Barry said in an interview at the Paramus store. \u201cWe have an amazing number of digital experiences throughout the store, but we also have good old analog ones\u2026 Take the products out of the boxes and kids will be able to get their hands on them.\u201d<\/p>\n