Toys R Us is back. Here's a look inside its first new store

This marks the Toys R Us brand's return to bricks-and-mortar retail after the company was forced to liquidate last year, shuttering its entire fleet of stores.

"We wanted to make sure that everywhere you turned in the store there was interactivity," said Richard Barry, president and CEO of Tru Kids, in an interview at the Paramus store. "We have an amazing number of digital experiences throughout the store, but we also have good old analog [experiences]. ... Take the products out of the boxes and kids will be able to get their hands on them.

"We believe that Toys R Us was renowned, and customers really saw us as the experts in the space," said Barry. "And we want to make sure we deliver on that, but in a very different way than we were before, because this is a ... high-touch, experiential store."to open stores again, beginning with two in the U.S. ahead of the holiday season. It's still planning to open 10 stores nationwide in 2020, which could include a larger New York flagship.

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