After 35 years, the Connecticut-based toy maker will open its first brick-and-mortar store to spotlight its screen-free, sustainable toys ahead of the holidays.
The retailer's parent company also launched a new Canadian home and decor retail brand called Rooms + Spaces, which includes 1,500-2,500-square-foot Toys R Us store-within-a-store concepts.
The brand rolled out a line of cosmetics based on Japanese manga series Naruto exclusively to Ulta Beauty in July as part of an ongoing partnership with the retailer.