You would think that a store full of toys would have no problem attracting a coveted demographic, but that is not the case at Toys R Us. The brand has had several stores open and closed since then, but the current owners are hoping a new flagship store in New Jersey will have more staying power.
Three years ago, the United States closed all of its Toys R Us stores and the brand and assets were sold to pay off the company's debts. The rights to the Toys R Us name were purchased by a group called Tru Kids Brand, which plans to open a series of smaller mall-based stores with a limited selection of toys.
Tru Kids Brand only opened two of these smaller stores in time for the holiday season in Houston, Texas, and New Jersey, but it was not a smooth ride. The retailer wouldn't comment when asked about how the data was collected, but it was discovered that at least one of the stores was using a series of sensors in the ceiling to track the movements of customers. The stores closed within a week of each other due to the ongoing Covid-19 epidemic and competition from online alternatives.
WHP Global, a brand acquisition and management firm, acquired Tru Kids Brand two months after the store closings, and Macy's announced a partnership with Toys R Us that would add over 400 Macy's stores to the list. WHP Global is planning on opening a giant store filled with shelves full of every toy imaginable, like the one that was once part of the retail chain of Toys R Us.
The American Dream shopping and entertainment complex in Bergen County, New Jersey, will be the site of a new flagship store for Toys R Us. The 20,000 square feet of space will include toys, interactive experiences, and opportunities for toymakers to do product demonstrations, as well as an ice cream parlor. It is not far away from the flagship store of Toys R Us in Times Square in New York, which featured rides as well as a toy store. Is it necessary to bring Toys R Us back to the rest of the country? If the new experience at Toys R Us is still open, we will know better by late next year.
