Black Friday just got a little bit brighter: Toys ‘R’ Us returned to retail Wednesday, opening a location at the Westfield Garden State Plaza mall in Paramus, New Jersey.

This marks the first new brick-and-mortar store for the famed toy franchise under its new ownership. The company filed for bankruptcy in 2017 and shuttered stores nationwide in 2018.

Mascot Geoffrey the Giraffe will preside at a ribbon-cutting ceremony before the store opens to the public at 10 a.m., according to NJ.com. The new Toys ‘R’ Us is located on the second floor of what’s hyped as New Jersey’s largest shopping mall.

In October, Toys ‘R’ Us reopened via its website — but when customers check out, they are redirected to what was once a competitor’s store: Target.com.

Tru Kids Brands, the parent company of Toys ‘R’ Us, acquired the chain’s remaining assets, and struck the deal to fulfill orders.

The Paramus retail location is one of the company’s two new “experiential” stores  — the second is set to launch Dec. 1 in Houston, Texas.

Both locations will be about 6,500 square feet — a fraction of the brand’s former 30,000-square-foot big-box stores, Tru Kids CEO Richard Barry told the Associated Press earlier this year.

Barry, a former Toys ‘R’ Us executive, noted that more stores rolling out in the coming months will be about 10,000 square feet.

Target has been swiftly filling in the gaps Toys ‘R’ Us left behind when it liquidated. In New York, a Target is planned to replace both the former Toys ‘R’ Us and Babies ‘R’ Us spaces at the Caesar’s Bay Shopping Center in Gravesend, Brooklyn.

Marc Kalan, a marketing professor at Rutgers Business School, told NJ.com that Toys ‘R’ Us is fighting to find its niche.

“They’re creating an experiential-type place,” Kalan said. “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.”