The toymaker plans to work with b8ta, a software-powered experiential retailer, to create curated and immersive smaller-format stores across the country. Each store will include interactive elements with new events and activities every day. Shoppers will also be able to see toys displayed out of the box and visit different brand stations that embrace STEAM (Science Technology Engineering Art and Math) learning.
Leverage b8ta’s Retail as a Service (RaaS) platform, brands at the new stores will be able to showcase their products in a more interactive environment. Brands also will have the opportunity to design custom experiences and branded shops to help them create memorable experiences for parents and children.
“With a 70-year heritage, the Toys ‘R’ Us brand is beloved by kids and families around the world, and continues to play a leading role in the hearts and minds of today’s consumers,” says
Tru Kids’ first two Toys “R” Us stores will open this holiday season in the Galleria in Houston, Texas, and the Westfield Garden State Plaza in Paramus, New Jersey. Brand partners and experiences for the new locations will be announced in the coming weeks.
The new store launches come afterToys “R” Us filed bankruptcy
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