Toys R Us returns: First store (re)opens in N.J.

New Jerseyans who love in-store shopping, rejoice! Toys R Us is back just in time for Black Friday and the holiday season.

The newly rejuvenated Toys R Us opened its first U.S. retail store Wednesday at the Westfield Garden State Mall Plaza in Paramus, according to Tru Kids Brands, the Parsippany-based parent company of the Toys R Us brand.

The new stores will feature 40-plus popular toy products and brands, carefully curated and showcased, but in modern, smaller-format spaces, unlike the brand’s previous big-box retail destinations.

“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,”  Richard Barry, CEO at Tru Kids, said. “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.”

A grand opening ceremony was held at 10 a.m. with character appearances by Geoffrey the Giraffe, the brand’s mascot, giveaways and more.

The second Toys R Us store is slated to open Dec. 7 at The Galleria, a Simon Mall in Houston.