Richard Barry, a former Toys R Us executive and now CEO of the new company called Tru Kids Brands, said the company has entered a partnership with a startup called b8Ta, an experiential retailer to launch what Barry calls an interactive store experience based on a consignment model.
More details are promised on the return of Toys" R " Us over the coming months.
The New Jersey store will open in November at the Westfield Garden State Plaza in Paramus and a second store will open in The Galleria mall in Houston, Texas, Barry said.
Future stores will be slightly larger than the first two, at about 10,000 square feet.
The company said it plans to open 10 stores in the U.S.in 2020, with the possibility of 10,000-square-foot flagship landing in NY or California.
AP wire stories helped contribute to this report.
The worldwide chain, which filed for bankruptcy in 2017, is opening two mall stores this holiday season and bringing back its website.
Consumers will have the opportunity to play with toys displayed out of the box before potentially purchasing them. Toys "R" Us canceled plans for a bankruptcy option in the hopes of a reorg plan in the fall.
The new Toys "R" Us will "deliver the hottest toy products and brands, carefully curated and showcased in highly immersive smaller-format spaces", Barry, head of Tru Kids Brands and the new venture. They will operate the same as B8ta's branded stores - the brands will pay for shelf space, with all sales revenue going back to the brand (manufacturer). It won't feel particularly familiar to the original customers of the mega-massive toy store chain, anyway. One will be in New Jersey. They didn't offer the convenience or low prices of online retailers, or the fun-filled experiences of specialty shops. "B8ta is proud to bring Toys "R" Us stores back to the USA alongside our partner, Tru Kids, and with our retail as a service platform as its engine".
The tech angle could give Toys "R" Us the edge it needs to compete against Amazon, Walmart, and Target in the toy market. The companies plan to open more locations in the US over the course of 2020.