Toys R Us has unveiled its first new US store in New Jersey.
The smaller-format store, located at Westfield Garden State Plaza, features toys off shelves and out of boxes to facilitate an immersive shopping experience fuelled by play.
The layout of the store features 'playscapes' – dedicated sections which feature partner brands' experiences – from companies such as Hasbro, Lego, Melissa & Doug, MGA Entertainment, Nintendo, Schleich, Spin Master and VTech.
Customers are greeted at the front of the store by a giant Geoffrey the Giraffe plush and then can explore the store's other features including; Geoffrey's Tree House; Geoffrey's Magical Mirror playpod where a 3D virtual Geoffrey comes to life and mimics the customer's every movement; and, a Play-A-Round Theatre, an open event space where kids and adults can come to play, learn and discover. The theatre will host a rotating schedule of programmed events including brand demonstrations, product launches, author visits and character meet and greets.
TRU Kids Brands CEO Richard Barry said that the new store concept has been created with experiences at the forefront.
"Toys R Us is built into the fabric of childhood and for more than 70 years has been the most trusted source for toys and play.
"With the return of Toys R Us stores in the US, we are bringing a highly engaging, experience-driven retail destination that celebrates play and deepens the connection between the world's best toy, play and entertainment brands and customers," he said.
Throughout the store a number of touchscreens facilitate online purchases of products that aren't available on the shop floor. As previously reported by Toy & Hobby Retailer Target US is fulfilling all online orders.
The New Jersey store officially opened on 30 November to the fanfare of character appearances and giveaways.
A second new Toys R Us store is scheduled to open in The Galleria in Houston, Texas on 07 December.