Toys R Us Relaunches With a Model for 21st Century Retail

The new store aims to be more interactive

Rendering of Toys R Us experimental store
Toys R Us relaunched with a different retail model than its previous toy superstores. Toys R Us

Key Insights

Today, Toys R Us opened its first U.S. store since filing for bankruptcy in 2017. But the store, which is located at Garden State Plaza in Paramus, NJ, isn’t the warehouse that many Gen Xers and millennials remember—in fact, it’s about a quarter of the size of the old stores.

@klundster Kathryn Lundstrom is Adweek's breaking news reporter based in Austin.