In its mission to claw its way back from bankruptcy and reestablish itself in the hypercompetitive toy market, the brand has a new high-tech angle. Toys “R” Us, or rather Tru Kids (the company that is helping to manage the brand names left in the wake of the liquidation last year), has teamed up with b8ta, a software company that specializes in immersive retail experiences, and will each own 50% of the new endeavor. According to CNBC, the company hopes to open 10 stores around the U.S. in 2020 and may even bring back its New York City flagship.
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