Don’t Call It a Comeback: Toys ‘R’ Us Opens First New Store

Toys ‘R’ Us is back after closing its doors in 2018.
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License Global

November 27, 2019


Toys ‘R’ Us is back. With the Nov. 27 opening of its first new U.S. retail store at the Westfield Garden State Plaza in Paramus, New Jersey, the brand will curate and showcase the latest toys in highly experiential smaller-format spaces.

A grand opening celebration was held on Nov. 30 at the Garden State Plaza store with character appearances, giveaways and more. The second Toys ‘R’ Us store will open at The Galleria mall in Houston, Texas on Dec. 7.

"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," says Richard Barry, chief executive officer, Tru Kids, the parent brand of Toys ‘R’ Us. "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."  

At the heart of the new stores are exclusive playscapes. Upon entering the stores,

guests will be greeted by a giant plush Geoffrey the Giraffe. The store’s interior features steps with the lyrics "I don't wanna grow up, I'm a Toys ‘R’ Us kid" displayed on them, which lead into Geoffrey's Tree House. Kids can also head to Geoffrey's Magical Mirror playpod, where a 3D virtual Geoffrey comes to life and mimics visitors’ every movement. Other interactive experiences from partner brands such as Hasbro, The LEGO Group, MGA Entertainment and Nintendo will also be available.

If a product isn’t available in-store, customers can order through Toys ‘R’ Us’ digital service, powered by Target. Interactive touchscreens will be available in-store to aid in this process.

For more information about the relaunch and more in-store events, visit

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