NEW YORK — The first two new Toys R Us stores — one in Texas, the other in New Jersey — will open in November as part of a small comeback of the defunct iconic toy chain in the U.S.
Richard Barry, a former Toys R Us executive and now CEO of the new company called Tru Kids Brands, says an online experience will follow. He says brand partners and more details will be announced in coming weeks.
Tru Kids Brands said it 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. Toymakers will pay for space in the stores but will get all the sales. The tech company will also offer brands access to data that will track traffic patterns and other metrics.