Tru Kids Brands, b8ta Tap Jamie Uitdenhowen to Lead TRU Stores in the U.S.

Tru Kids Brands and b8ta have announced toy industry veteran Jamie Uitdenhowen has been named president of toy retail showrooms, at new joint venture that operates and manages the Toys ‘R’ Us stores in the U.S.

In his role, Uitdenhowen will oversee the day-to-day business operations, new experiential store development and vendor partnerships leading up to the brand's U.S. relaunch this fall and beyond.

Uitdenhowen joins Toys ‘R’ Us from Party City, where he served as chief merchandising officer, managing all merchandising, planning and pricing activities for the company's North American business. Prior to that, he served as vice president, general manager for Toys ‘R’ Us, overseeing all merchandising decisions for Toys ‘R’ Us.

"This is an exciting time for the company as we get closer to bringing back Toys ‘R’ Us stores to the U.S. this holiday season,” says Richard Barry, chief executive officer, Tru Kids and interim co-chief executive of the new Toys ‘R’ Us joint venture. “Having already worked with Jamie for many years, I am confident that his retail experience and leadership will have a significant impact on our success in the United States as we work to rebuild this beloved brand."

Uitdenhowen joins Tru Kids ahead of the company’s relaunch of the Toys ‘R’ Us brand later this year. The company announced it would open stores in the U.S. under the Toys ‘R’ Us moniker this holiday season.