WAYNE, NJ (NBC NEWS) — Once again, Toys R Us will be opening its doors at 5pm on Thanksgiving, and will keep it open for 30 straight hours.

This will be the fourth year in a row the toy retailer has opened this early.

The retailer says once the stores open, they won’t close their doors again until 11pm on Black Friday.

Toys R Us will also boost the number of employees working on Black Friday, as well has having toy experts on hand, and have express checkout lanes.