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(CNN) - Toys “R” Us marked his triumphant return to the United States on Wednesday by opening his first new store at a location in Paramus, New Jersey.
Children and parents can visit the renewed toy shopping experience at Westfield Garden State Plaza, where they will find a tree house in the store (with a bell, of course), a reading space and a cinema, according to News 12 , affiliate of CNN in New Jersey.
Toys “R” Us's pet, Geoffrey the Giraffe, presided over an opening ceremony that opened the store to the public on Wednesday morning.
The inauguration of the new physical store comes two years after Toys “R” Us declared bankruptcy and closed more than 700 of its stores.
Since then, the brand's new parent company, Tru Kids, has been working hard to renew the appearance of the toy seller.
Instead of shelves full of toys, brands can “design personalized and memorable experiences for parents and children,” said Tru Kids.
The new experience-based initiative means that the store has fewer toys to buy on the spot than in previous years. Instead, the technology in the store allows parents to buy a lot of toys online.
"This store has about 1,500 items, but through technology in the store, you can buy more than 15,000 items today," Richard Barry, president and CEO of Tru Kids told News 12.
Reimagining the experience of buying toys
The company announced in July that it would return to selected malls in major cities during the holiday season, starting with two stores in New Jersey and Texas.
The new stores will be smaller, but more attractive, the company says, selling fewer toys than its predecessors but offering more interactive experiences.
Created by b8ta, a company that designs interactive and technology-focused retail stores, the store aims to provide children with practical games and opportunities to test the toys for themselves.
“We know that customers love shopping as a means of entertainment. That is something integrated into the DNA of human beings, ”Richard Barry previously told CNN Business.
“We also know that children and families are looking for things to do on weekends or when there is no school. We know that parents and families really value the game and the value of toys in general. When thinking about strategy, we wanted to put all those things together. ”
Toys R Us