Toys R Us’ comeback continued Wednesday with its first new U.S. bricks-and-mortar store.

A month after opening two “immersive toy wonderlands” called Toys R Us Adventure and 17 months after shuttering all stores, the iconic toy brand opened a retail store at Westfield Garden State Plaza in Paramus, New Jersey.

The 54-year-old brand has re-imagined the toy shopping experience for customers, said Richard Barry, chief executive of Tru Kids, which operates Toys R Us, during the space’s soft launch on Thanksgiving Eve. A grand opening is scheduled for Saturday with in-store events, giveaways and character visits.

“Historically, Toys R Us stores were 40,000-square-feet, large big box locations,” Barry said. “What we’ve looked to do here is completely re-imagine the shopping experience and the buying experience by really embracing experiential retailing.”

Barry said the company hopes to open 10 of its new concept stores over the next year. A second location is expected to open next week in Simon Property Group’s The Galleria in Houston. 

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In February, former Toys R Us executives announced the start of Tru Kids Brands. In June, news spread that the company was looking to open a half dozen stores and a new e-commerce site ahead of holiday shopping.

The brand launched a new website in October, which features product reviews and videos. It directs shoppers to a buy button at to complete the purchase. 

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