Toys R Us will officially return from the retail graveyard this weekend as it launches a new tech-focused experiential store.
In July Toys R Us’ owner Tru Kids, run by the collapsed brands former chief merchandising officer Richard Barry, announced a partnership with software retailer B8ta.
“We believe that Toys R Us was renowned, and customers really saw us as the experts in the space,” said Barry.
Cut the ribbon & open the doors! Our store at @GSPlaza, Paramus, NJ is now open! Grand Opening celebrations are THIS Saturday, 11/30 at 10am with character appearances, giveaways and more! pic.twitter.com/AUDCiq7D1Y
— ToysRUs (@ToysRUs) November 27, 2019
“And we want to make sure we deliver on that, but in a very different way than we were before, because this is a … high-touch, experiential store.”
The new 6000sq ft store will utilise B8ta’s unique business model, which sees toy brands lease shelf and display space, with Lego, Nintendo, Hasbro and Spin Master already signing to anchor the store.
The word is out that play is in! #Paramus NJ marks the spot of our Grand Opening ➡️ Saturday, Nov. 30 ⬅️ @GSPlaza. In the area? Mark your calendar and come welcome our #newwaytoplay! pic.twitter.com/moJtvUujuU
— ToysRUs (@ToysRUs) November 22, 2019
Touchscreens will be available next to every toy displayed allowing shoppers to look for toys not sold in the store, which aims to move away from the ‘stack them high, sell them cheap’ model of its predecessor.
B8ta’s software will also use sensors to analyse how many people entered the space leased by each vendor, how much time they spent their and how they interacted with the products, relaying the information to them.
The new store will open on Saturday in Unibail-Rodamco-Westfield’s Garden State Plaza mall in Paramus, New Jersey, with a second set to open in Houston in early December.