The new Toys R Us is described as “highly interactive,” with a focus on “product discovery and engagement.” To accomplish this, the stores will feature daily activities, out-of-box toys for customer testing, open space for free play, and “brand stations.” Specific brand partners will be announced in “the coming weeks,” according to Tru Kids.
“As the retail landscape changes, so do consumer shopping habits,” said interim co-CEO of the new Toys R Us Phillip Raub, who’s also the co-founder and president of b8ta. “But what hasn’t changed is that kids want to touch everything and simply play. In partnership with [Tru Kids CEO] Richard [Barry] 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.”
The last remaining Toys R Us stores were closed in June 2018, nine months after the retailer filed for Chapter 11 Bankruptcy. Hope for a reboot first came shortly before the final stores were closed, when former CEO Jerry Storch reportedly met with investors to save the brand. Months later, a separate reorganization plan was put forth, leading the company to cancel its bankruptcy auction and creating further hope for a revival.
For more on the beloved retailer, read how Toys R Us helped define our childhoods.
Jordan Sirani is a freelance writer for IGN. Follow him on Twitter @jdsirani.