UPDATE: Toys 'R' Us reopens in N.J. Here’s a first look inside the Paramus store.

Toys 'R' Us is opening its first new U.S. retail store on Wednesday, at the Westfield Garden State Plaza mall in Paramus, company officials said.

The iconic toy retailer, which had been based in Wayne, is making a modest comeback under new ownership after filing for bankruptcy in 2017 and closing stores across the nation in 2018.

Famed mascot Geoffrey the Giraffe will preside at a ribbon-cutting ceremony before the store opens to the public at 10 a.m.

It is located on the second floor of Garden State Plaza, the largest shopping mall in New Jersey.

Tru Kids Brands bought the company’s assets at an auction in October 2018 and announced plans to revive the once-ubiquitous retailer. It partnered in July with b8ta, described as a software-powered “experiential retailer,” to develop the new stores.

It announced last month a partnership with Target and relaunched Toysrus.com, at which browsers will reroute customers to Target’s website to fulfill the purchase process.

Marc Kalan, a marketing professor at Rutgers Business School, said that Toys 'R' Us is attempting to find a niche.

“They’re creating an experiential-type place. A place where they’re inviting their former customers to come and experience toys, which is something that you can’t do with traditional outlets or online," Kalan told NJ Advance Media on Tuesday.

A second Toys 'R' Us store, at a mall in Houston, Tex, is scheduled to open by Dec. 1. Additional, unspecified locations will be rolled out over the next year, the company said.

Rob Jennings may be reached at rjennings@njadvancemedia.com. Follow him on Twitter@RobJenningsNJ. Find NJ.com on Facebook.

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