Toys”R”Us returns today with the opening of its first new U.S. retail store at the Westfield Garden State Plaza in Paramus, New Jersey. Back just in time for the holiday season, the iconic brand will bring the magic of play to kids and families with the latest, most popular toy products and brands, carefully curated and showcased in highly experiential smaller-format spaces.

More than a beloved toy store, the new Toys”R”Us brings an immersive modern shopping experience where products are off the shelves and in the hands and imaginations of customers.  A grand opening celebration will be held on Saturday, November 30th at the Garden State Plaza (GSP) store beginning at 10am ET with character appearances, giveaways and more. The second Toys”R”Us store will open at The Galleria, a Simon Mall in Houston, Texas on Saturday, December 7, 2019.

“Toys”R”Us is built into the fabric of childhood and for more than 70 years has been the most trusted source for toys and play,” said Richard Barry, CEO at Tru Kids, the proud parent of the Toys”R”Us brand.  “With the return of Toys”R”Us stores in the U.S., we are bringing a highly engaging, experience-driven retail destination that celebrates play and deepens the connection between the world’s best toy, play and entertainment brands and customers.”  

At the heart of the new stores are exclusive playscapes where kids can unleash their imaginations and create memorable moments with Geoffrey® the Giraffe, the Toys “R” Us brand’s treasured mascot.  Upon entering the stores, guests will be greeted by a giant larger-than-life plush Geoffrey the Giraffe; can explore, read and have fun climbing up steps that have the lyrics “I Don’t Wanna Grow Up, I’m A Toys “R” Us Kid” into Geoffrey’s Tree HouseTM, or head to Geoffrey’s Magical MirrorTM playpod where a 3D virtual Geoffrey comes to life and mimics your every movement.

With a surprise around every corner, the new Toys”R”Us stores offer interactive hands-on play experiences from featured brand partners including Hasbro, Nerf, Baby Alive, Play-Doh, Disney, Star Wars, The LEGO Group, Melissa & Doug, L.O.L. Surprise! and Rainbow Surprise Dolls, Poopsie Slime Surprise, Little Tikes, Little Baby Bum, Nintendo, Schleich, Spin Master, PAW Patrol, Monster Jam, Kinetic Sand, VTech, LeapFrog, and more.

To learn more about the new Toys “R” Us stores, and stay in the know about holiday store hours, in-store events and the latest toy launches, visit www.toysrus.com. Or Follow Toys “R” Us on Facebook, Instagram, Twitter and YouTube.            

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