“As a result of Covid-19, we made the strategic decision to pivot our store strategy to new locations and platforms that have better traffic,” a Tru Kids spokesperson told CNN Business. They added that demand for the brand “remains strong” and the company will continue to invest in it.
Toys “R” Us’ website remains operational and more than 700 stores outside of the United States are still open.
The two stores had a smaller footprint compared to its predecessor that dotted US suburbs. They sold fewer toys and instead focused on interactive and playground-like environments for brands. Ultimately, the plan was to open around 10 of them in malls.