Find in the news:

Toys ‘R’ Us Taps Tech Startup to Bring its Stores Back

Company's parent brand will bring Toys“R” Us stores back to the United States this holiday season.

Tru Kids and b8ta, the software-powered experiential retailer have set up a joint venture to launch a new store that will deliver the hottest toys and brands, carefully curated and displayed in smaller-format retail 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.

“With a 70 year heritage, the Toys“R” Us brand is beloved by kids and families around the world, and continues to play a leading role in the hearts and minds of today’s consumers,” said Richard Barry, CEO of Tru Kids and Interim co-CEO of the new Toys“R”Us joint venture. “We have an incredible opportunity to entirely reimagine the Toys“R” Us brand in the U.S. and are thrilled to partner with b8ta and key toy vendors to create a new, highly-engaging retail experience designed for kids, families and to better fit within today’s retail environment.”

The new toy stores of R "Us" will be a must-see place for children to learn, play and fall in love with the latest and most popular toys, and parents will enjoy communicating with their children and ignite their own children's sense of play. Stores will be very interactive with new events and activities every day, from toy demonstrations to pre-purchase testing, from visiting various outlets to driving lessons using STEAM-enabled games, or merely having fun with Giraffe Geoffrey in the open play space. 

“As a kid, my memory of Toys“R” Us was running up and down the aisles kicking balls and playing with the coolest toys,” told Phillip Raub, co-founder, and president of b8ta and Interim co-CEO of the Toys“R” Us joint venture. “As the retail landscape changes, so do consumer shopping habits. But what hasn’t changed is that kids want to touch everything and play. In partnership with Richard and his team, we are excited to bring back Toys“R” Us in an immersive way, focused on creating a fun and engaging experience for kids—and adults, too.”

Using the innovative empirical b8ta retail model, brands will showcase their products in an interactive, playground-like environment, creating a whole new retail experience focused on product discovery and engagement. Brands will also have the opportunity to develop their own and branded stores to help parents and children get an unforgettable experience. This sophisticated retail environment will use the b8ta Retail as a Service (RaaS) platform, which will allow brands to actively manage their store experience and measure how offline sales experience transforms into online.

“We launched b8ta to change the fundamental infrastructure of retail, from the business model to the customer experience. b8ta is proud to bring Toys“R” Us stores back to the U.S. alongside our partner, Tru Kids, and with our Retail as a Service platform as its engine,” said Vibhu Norby, CEO of b8ta.

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

Related shopping malls and stores:

More about shopping malls in the USA

Aug 14, 2019, USA:
The flagship store in NYC presents an updated global concept of The North Face retail stores.
Aug 14, 2019, United Kingdom:
Crew Clothing and independent retailer Starlings Toy Outlet are set to open shops in the East Midlands.
Aug 13, 2019, USA:
Nike announced the launch of the sneaker subscription service for children.
Aug 13, 2019, Russia:
The brand has entered Russia for the first time through Ingka Centres’, formerly IKEA Centres, MEGA mall in Moscow.
Aug 12, 2019, Italy:
WRM Group and Conad signed an agreement to acquire Auchan Retail Italia, announced by the financial community.
Aug 9, 2019, Hong Kong:
An American fast-food chain has announced the opening of its flagship restaurant in an updated concept in Hong Kong.

and Follow
Designer Outlet Provence GLA:269 098 SF
ADDRESS: Mas de la Peronne, Miramas, France
France . Miramas
Designer Outlet Provence
Silesia City Centre GLA:699 654 SF
ADDRESS: Chorzowska 107
Poland . Katowice
Silesia City Centre
Jardim Pamplona GLA:118 403 SF
ADDRESS: R. Pamplona, 1704 - Jardins São Paulo
Brazil . Sao Paulo
Jardim Pamplona
Asheville Outlets GLA:325 000 SF
ADDRESS: 800 Brevard Road, Asheville, NC 28806
USA . Asheville
Asheville Outlets

Edit text

Dear visitor!
If You wish to add appropriate information to this description, please make changes in the text below and they will take effect after being verified by administrator.


Dear visitor!
If you desire to add more photos to this description, please upload them and they will appear on the page after being verified by administrator.

Sign in
Sign in please, if you already have an account


Error filling
Error filling
Error filling
Error filling
Thank you!
You will receive e-mail with registration data shortly. In email you'll find link, confirm your account by clicking on it, please. Team
Thank you for message!
In the near future you will be contacted the manager
for further details. Team
Good mall, bro!
In the near future you will be contacted the manager
for further details. Team
We are dissatisfied with you :-(
In the near future you will be contacted the manager
for further details. Team

Write to us