Bloomberg Law
July 18, 2019, 2:05 PM

Toys ‘R’ Us Targets 10 Stores by End of 2020 in Comeback Bid

Joe Deaux
Joe Deaux
Bloomberg News

The reincarnated version of Toys “R” Us is opening two stores this holiday season as a testing ground, with the hope of scaling up to 10 locations by the end of 2020.

The company will open 6,500-square-foot stores at malls in Houston and Paramus, N.J., in a joint venture with retailer b8ta Inc. A key part of their strategy is to provide “Instagram-able” experiences to lure shoppers into the new locations, including photo ops with Geoffrey the Giraffe, birthday parties and other events, Tru Kids Brands CEO Richard Barry said in a phone interview.

Toys “R” Us store rendering.
Source: Toys “R” US

The stores will also feature ...

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