Beyond the toy store: Toys ‘R’ comeback features interactive play lands

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Toys “R” Us is staging its comeback this week by opening what the company is calling Toys “R” Us Adventure.

The traveling show will open in Chicago Thursday, and Atlanta Saturday, before moving to other cities next year. The adventure features an immersive toy experience.

According to the new CEO of Toys “R” Us, the first new stores will open next month at Garden State Plaza in Paramus and in Houston, Texas.

The news comes as Tru Kids Brands, the parent company of Toys “R” Us, teamed up with Target Corp. to relaunch Toysrus.com ahead of the holiday shopping season, according to a joint release.

The website features product reviews, directing users to a buy button at Target.com to complete the purchase.

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