Back again: Toys R Us' first new US store opens Wednesday in Paramus

Gabrielle Saulsbery//November 26, 2019

It is not a phoenix, but a giraffe, that is set to rise from the ashes this Wednesday.

Toys R Us mascot Geoffrey the Giraffe will be at Westfield Garden State Plaza in Paramus at 9:15 a.m. cutting the ribbon at the retailer’s first U.S. store since shuttering from bankruptcy in 2018.

Tru Kids Brands announced plans to revive the retailer when it bought Toys ‘R’ Us assets in October 2018.

In July, Tru Kids announced plans to team up with San Francisco-based experiential retailer b8ta to launch an immersive, small-format store experience, with a retail experience centered around product discovery and engagement.

“The new Toys R Us store brings an immersive modern shopping experience where products are off the shelves and in the hands and imaginations of customers,” according to a company spokesperson.

The store, located on the mall’s second floor, opens to the public at 10 a.m.

Last month Toysrus.com relaunched through a partnership with Target. Customers can shop for toys on Toyrsrus.com, and browsers will reroute to Target’s website to complete the purchase process.