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

July 18, 2019, 2:05 PM

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 ...