Toys ‘R’ Us reopens at Garden State Plaza Mall in time for Black Friday

New Jersey residents can become “Toys ‘R’ Us kids” once again just in time for the holiday shopping season as the former retail giant reopens its first new location Wednesday following bankruptcy.
Toys ‘R’ Us, previously based in Wayne, is now under new ownership after having closed all its stores nationwide in 2017.
The new location is located inside the Garden State Plaza mall in Paramus. Mascot Geoffrey the Giraffe presided at a ribbon-cutting ceremony before the store opened to the public.
The toy retailer previously blamed online shopping for its decline in sales, leaving some to wonder what will be different this time around.
"You'll see, we have a treehouse in the store. We have a book area where kids and families can come and sit and read books together. We have a cinema, you can come and ring Geoffrey’s bell in the treehouse," says Richard Barry, Toys ‘R’ Us CEO.
Customers can even shop online right inside of the physical store location.
"This store has about 1,500 items, but through the technology in the store, you can buy over 15,000 items today,” Barry says.
Tru Kids Brands, the parent company of Toys “R” Us, teamed up with Target Corp. back in October to relaunch ahead of the holiday shopping season. The website features product reviews, directing users to a buy button at to complete the purchase.
Customers at the new location Wednesday said that they were excited to see the iconic store come back.
"Well it's a piece of childhood back again. I grew up with Toys ‘R’ Us as a Toys ‘R’ Us kid, my daughter grew up as a Toys ‘R’ Us kid, she's 20 now. And to see this back in its old-school or new-school glory is a really amazing thing. It’s a bit of magic back for the holiday season,” says Emily Stoecker, of Oradell.
A second Toys 'R' Us store is scheduled to open by Dec. 1. at a mall in Houston.