Spielwarenmesse: Tru Kids brands officially bringing Toys "R" Us stores back to the U.S.

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Tru Kids brands officially bringing Toys "R" Us stores back to the U.S.

18. July 2019 16:45 h

By toybook.com

After much speculation, Tru Kids Brands, owner of the Toys "R" Us brand, announced it will bring Toys "R" Us stores back to the U.S. this holiday season. Tru Kids and b8ta, a software-powered experiential retailer, have entered into a joint venture to launch a new store experience that will deliver “the hottest toy products and brands,” carefully curated and showcased in highly immersive smaller-format spaces. The first two new Toys "R" Us stores will open this holiday season, located in The Galleria in Houston, Texas, a Simon Mall, and in Westfield Garden State Plaza in Paramus, New Jersey. Brand partners and experiences will be announced in the coming weeks.

Using b8ta's experiential retail model, brands will showcase their products in an interactive, playground-like environment, creating a retail experience centered around product discovery and engagement. Brands also will have the opportunity to design custom experiences and branded shops to help them create memorable experiences for parents and children. This experiential retail environment will leverage b8ta's Retail as a Service (RaaS) platform, which enables brands to actively manage their in-store experiences and measure how offline experiences translate into online sales.

The companies plan to open additional locations in prime, high-traffic retail markets within the U.S. over the course of 2020.

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