Toys"R"Us is back, and it's powered by b8ta.

Posted by Erin Johnson on July 18, 2019

We’re thrilled to announce that we’ve teamed up with Tru Kids Brands to help reimagine the iconic Toys“R”Us brand by creating a new, highly-engaging retail experience designed for kids. The first two new Toys“R”Us stores will open this holiday season, located in The Galleria in Houston, Texas, a Simon Mall, and in Westfield Garden State Plaza in Paramus, New Jersey.

Learn more about the stores below or read what our founders and the press has to say about this exciting new partnership here:

Co-founder and CEO Vibhu Norby: I don't wanna grow up.

Co-founder and President Phillip Raub: Toys"R"Us for the Next Generation

Forbes: Toys"R"Us Announces First New Stores, And A New Partner. 

CNBC: Life after liquidation: Toys"R"Us stores will be back this holiday season, this time with a tech partner

Techcrunch: Toys"R"Us taps tech startup b8ta to bring its stores into the future

The Washington Post: Toys R Us is back from the dead, but its new stores are unrecognizable

Financial Times: Toys"R"Us turns to tech to revive defunct chain 

USA Today: Toys R Us is rising from the ashes. Get ready to shop this holiday season

People Magazine: Toys 'R' Back! Toys"R"Us Stores to Return for the Holidays Months After Liquidation

Fast Company: Toys"R"Us is coming back with a high tech twist

Business Insider:  Toys"R"Us is officially back from the dead, but its new stores won't actually make any money selling toys

NPR: Toys"R"Us Is Coming Back But With A Different Approach

The b8ta role in the partnership will be providing our innovative Retail as a Service platform and experiential retail model to power the store. Our insights and expertise will influence every aspect of the store experience for makers and consumers–from customized brand stations that drive learning through play to being able to play with toys displayed out of the box prior to purchase.

Like our b8ta stores, the new Toys“R”Us shops will serve as must-visit destinations for kids to learn, play, and fall in love with the latest and most popular toys and related products. Our experiential retail model will allow brands to showcase their products in an interactive playground-like environment, creating an entirely new retail experience centered around product discovery and engagement. Brands also will have the opportunity to create custom experiences and branded shops to help them build meaningful relationships with parents and children.

“We launched b8ta to change the fundamental infrastructure of retail, from the business model to the customer experience. b8ta is proud to bring Toys“R”Us stores back to the U.S. alongside our partner, Tru Kids Brands, and with our retail as a service platform as its engine,” says our founder and CEO, Vibhu Norby. “The new Toys“R”Us stores will be the most progressive and advanced stores in its category in the world, and we hope to surprise and delight kids for generations to come.”

As part of the joint venture, the new Toys“R”Us stores will also leverage our innovative Retail as a Service (RaaS) platform to better serve today’s marketplace. Brands will use the b8ta software to actively manage the Toys“R”Us in-store customer experience, while receiving real-time feedback and analytics to help them market, manage and measure how offline retail experiences translate into online sales.

“As a kid, my memory of Toys“R”Us was running up and down the aisles kicking balls and playing with the coolest toys,” said Phillip Raub, Co-founder and President of b8ta [and Interim co-CEO of Toys“R”Us]. “As the retail landscape changes, so do consumer shopping habits. But what hasn’t changed is that kids want to touch everything and simply play. In partnership with Richard [Barry] and his team, we are excited to bring back Toys“R”Us in an immersive way, focused on creating a fun and engaging experience for kids—and adults, too.”

We plan to open additional locations in prime, high-traffic retail markets within the U.S. over the course of 2020. To learn more about Toys“R”Us, and stay in the know about new store openings and offers, contact us at