Toys R Us is staging a “larger than life” comeback.
Ahead of the holiday shopping season, the iconic brand opened two new “immersive toy wonderlands” called Toys R Us Adventure this week, unveiled a new website along with a partnership with former rival Target, and is preparing to open its first new stores in November.
The first Toys R Us Adventure opened in Chicago Thursday and the second site opens in Atlanta Saturday.
In an interview with USA TODAY Friday, Richard Barry, a former Toys R Us executive and now CEO of the new company called Tru Kids Brands, said that together with Candytopia they've created a "completely unique" experience.
“This is really a dream come true in the fact that we’re able to take these toy and play experiences and bring them to life that we’ve never been able to do in the past,” Barry said of the sites that feature giant toys.
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Candytopia CEO John Goodman said the sites feature toys from Melissa & Doug, Spin Master's Paw Patrol brand and Schleich along with the return of company mascot Geoffrey the Giraffe.
“Toys R Us Adventure is a magical place and a journey for parents and kids to just have fun together,” Goodman said. “We’re in the business of making people happy.”
After limited-time runs in Chicago and Atlanta, the traveling show will head to other cities in 2020, Goodman said.
Barry said the first new stores will open at the Galleria Mall in Houston and the Garden City Plaza in Paramus, New Jersey. Former Toys R Us employees were able to apply for jobs at the new stores first, he said.
“These stores are fundamentally different from the Toys R Us stores that you’ll remember from the past,” he said. “They are smaller, very immersive, experimental as well.”
The new ToysRUs.com launched Oct. 8 and features product reviews and videos. It directs shoppers to a buy button at Target.com to complete the purchase.
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Going on a Toys R Us Adventure
Locations: Chicago at Brookfield Properties, 830 N Michigan Ave.; and Atlanta at Lenox Marketplace, 3535 Peachtree Road
Dates: Atlanta's Adventure is open through Jan. 5 and Chicago's Adventure is open through Jan. 26
Cost: $28 for adults and $20 for children ages 4 to 12 for an hourlong experience. Children under 3are free and children must be accompanied by an adult.
More info: Tickets must be purchased online at https://ift.tt/368Btju children need to be accompanied by an adult.
Contributing: Associated Press
Follow Kelly Tyko on Twitter: @KellyTyko
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Toys R Us comeback features new interactive play lands, stores and Target partnership - USA TODAY
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