Toys “R” Us to Open New Stores This Year

Toys “R” Us, an American toy company that filed for bankruptcy in 2017, aims to reopen its business by the end of 2019. After closing down around 800 stores last year, the company recently announced plans to open six stores in the United States. The new Toys “R” Us stores will be under its new parent company, Tru Kids, Inc. In addition to physical stores, an online shop is also currently in the works. Aside from toy selections, the new stores will have more attractions, including play areas. However, it is still unclear whether or not the toy company would be reviving areas like the “R Zone,” where visitors can try new games and devices. Executives believe that bringing the brand back to life is ideal. This is because there was an influx of unhappy reactions when Toys “R” Us closed down. Additionally, Tru Kids CEO Richard Barry stated that the brand remains a powerful name despite the rise of business rivals. The CEO said that the brand’s 9.5 million followers on social media are a testament to people’s affinity and loyalty toward the toy company. Despite the brand’s huge following, investors are wary about working with the company. A consultant from Global Toy Experts, an advising agency for toy companies, said that some investors have issues investing in Toys “R” Us due to its previous bankruptcy and difficult negotiation processes. The consultant added that these issues will make it hard for Toys “R” Us to do business as usual.