Call it a comeback!
Venerable toy retailer Toys 'R' Us will be back as it opens its first new location in Paramus, New Jersey after closing all locations nationwide in 2018. The location will have a grand opening Saturday morning.
A second location is slated to open on Dec. 7 in Houston.
The stores are smaller than previous locations. The new, smaller stores will emphasize the latest, most popular toy products and brands, Toys 'R' Us said.
Toys 'R' Us will face even steeper competition than it faced when it filed for bankruptcy. Stores such as Walmart and Target have expanded their toy selections, although Target has formed a digital partnership with Toys 'R' Us.
“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 proud parent of the Toys“R”Us brand. “With the return of Toys“R”Us stores in the U.S., 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.”
Toys 'R' Us officials call the two new locations "experimental."
In October, the Toys 'R' Us website relaunched with games, action figures and a full selection of toys. The inventory comes from Target, which bolstered its toy selection following Toys 'R' Us ceasing operations in 2018.
Ordering from Toys 'R' Us provides the same type of shopping experience as using Target's website. Those who have Target credit cards can make purchases through the Toys 'R' Us site. Also, customers can use Target's in-store pickup service.
“Target’s leadership in toys, digital and fulfillment are an unbeatable platform for Toys“R”Us to reconnect with their fans while we introduce them to the ease and convenience of shopping at Target,” said Nikhil Nayar, senior vice president of merchandising, Target. “By applying our capabilities in a new way with Toys“R”Us, we can serve even more toy shoppers, drive new growth, and build on our toy leadership.”