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Ecommerce

Tru Kids, b8ta partner to bring reimagined Toys 'R' Us stores to the US

Friday 19 July 2019 | 02:53 PM CET

Tru Kids has partnered with b8ta to bring reimagined Toys \'R\' Us stores to the US, and b8ta’s experiential retail model to create a playful in-store experience will be applied.

Tru Kids and b8ta, the software-powered experiential retailer, have entered into this joint venture to launch a new store experience that will deliver toy products and brands, carefully curated and showcased in smaller-format spaces.

The first two new Toys 'R' Us stores will open in 2019's holiday season, located in The Galleria in Houston, Texas, a Simon Mall, and in Westfield Garden State Plaza in Paramus, New Jersey. Brand partners and experiences will be announced in the coming weeks.

The new Toys 'R' Us stores will be interactive, with new events and activities every day, from seeing toys displayed out of the box to test before making a purchase, to visiting different brand stations, to driving learning through play embracing STEAM.

This experiential retail environment will leverage b8ta's Retail-as-a-Service (RaaS) platform, which enables brands to actively manage their in-store experiences and measure how offline experiences translate into online sales. The companies plan to open additional locations in prime, high-traffic retail markets within the US over the course of 2020.

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