diff --git a/browser/brave_profile_prefs.cc b/browser/brave_profile_prefs.cc
index 59cf80afdda2..39855e8b3260 100644
--- a/browser/brave_profile_prefs.cc
+++ b/browser/brave_profile_prefs.cc
@@ -120,6 +120,9 @@ void RegisterProfilePrefs(user_prefs::PrefRegistrySyncable* registry) {
 
   // IPFS companion extension
   registry->RegisterBooleanPref(kIPFSCompanionEnabled, false);
+
+  // New Tab Page
+  registry->RegisterBooleanPref(kNewTabPageShowBackgroundImage, true);
 }
 
 }  // namespace brave
diff --git a/browser/ui/BUILD.gn b/browser/ui/BUILD.gn
index a95601a1d79b..321a04833b5e 100644
--- a/browser/ui/BUILD.gn
+++ b/browser/ui/BUILD.gn
@@ -9,6 +9,8 @@ source_set("ui") {
     "webui/basic_ui.h",
     "webui/brave_adblock_ui.cc",
     "webui/brave_adblock_ui.h",
+    "webui/brave_new_tab_message_handler.cc",
+    "webui/brave_new_tab_message_handler.h",
     "webui/brave_new_tab_ui.cc",
     "webui/brave_new_tab_ui.h",
     "webui/brave_web_ui_controller_factory.cc",
diff --git a/browser/ui/webui/brave_new_tab_message_handler.cc b/browser/ui/webui/brave_new_tab_message_handler.cc
new file mode 100644
index 000000000000..ed78f15e8748
--- /dev/null
+++ b/browser/ui/webui/brave_new_tab_message_handler.cc
@@ -0,0 +1,123 @@
+// Copyright (c) 2019 The Brave Authors. All rights reserved.
+// This Source Code Form is subject to the terms of the Mozilla Public
+// License, v. 2.0. If a copy of the MPL was not distributed with this file,
+// you can obtain one at http://mozilla.org/MPL/2.0/.
+
+#include "brave/browser/ui/webui/brave_new_tab_message_handler.h"
+
+#include <string>
+
+#include "base/bind.h"
+#include "base/values.h"
+#include "brave/browser/ui/webui/brave_new_tab_ui.h"
+#include "brave/browser/search_engines/search_engine_provider_util.h"
+#include "brave/common/pref_names.h"
+#include "chrome/browser/profiles/profile.h"
+#include "components/prefs/pref_service.h"
+
+BraveNewTabMessageHandler::BraveNewTabMessageHandler(BraveNewTabUI* web_ui)
+          : new_tab_web_ui_(web_ui) {
+}
+
+BraveNewTabMessageHandler::~BraveNewTabMessageHandler() {}
+
+void BraveNewTabMessageHandler::OnJavascriptAllowed() {
+  // Observe relevant preferences
+  PrefService* prefs = Profile::FromWebUI(web_ui())->GetPrefs();
+  pref_change_registrar_.Init(prefs);
+  // Stats
+  pref_change_registrar_.Add(kAdsBlocked,
+    base::Bind(&BraveNewTabMessageHandler::OnStatsChanged,
+    base::Unretained(this)));
+  pref_change_registrar_.Add(kTrackersBlocked,
+    base::Bind(&BraveNewTabMessageHandler::OnStatsChanged,
+    base::Unretained(this)));
+  pref_change_registrar_.Add(kHttpsUpgrades,
+    base::Bind(&BraveNewTabMessageHandler::OnStatsChanged,
+    base::Unretained(this)));
+  // Private New Tab Page preferences
+  pref_change_registrar_.Add(kUseAlternativeSearchEngineProvider,
+    base::Bind(&BraveNewTabMessageHandler::OnPrivatePropertiesChanged,
+    base::Unretained(this)));
+  pref_change_registrar_.Add(kAlternativeSearchEngineProviderInTor,
+    base::Bind(&BraveNewTabMessageHandler::OnPrivatePropertiesChanged,
+    base::Unretained(this)));
+  // New Tab Page preferences
+  pref_change_registrar_.Add(kNewTabPageShowBackgroundImage,
+    base::Bind(&BraveNewTabMessageHandler::OnPreferencesChanged,
+    base::Unretained(this)));
+}
+
+void BraveNewTabMessageHandler::OnJavascriptDisallowed() {
+  pref_change_registrar_.RemoveAll();
+}
+
+void BraveNewTabMessageHandler::RegisterMessages() {
+  web_ui()->RegisterMessageCallback(
+    "newTabPageInitialized",
+    base::BindRepeating(
+      &BraveNewTabMessageHandler::HandleInitialized,
+      base::Unretained(this)));
+  web_ui()->RegisterMessageCallback(
+    "toggleAlternativePrivateSearchEngine",
+    base::BindRepeating(
+      &BraveNewTabMessageHandler::HandleToggleAlternativeSearchEngineProvider,
+      base::Unretained(this)));
+  web_ui()->RegisterMessageCallback(
+    "saveNewTabPagePref",
+    base::BindRepeating(
+      &BraveNewTabMessageHandler::HandleSaveNewTabPagePref,
+      base::Unretained(this)));
+}
+
+void BraveNewTabMessageHandler::HandleInitialized(const base::ListValue* args) {
+  AllowJavascript();
+}
+
+void BraveNewTabMessageHandler::HandleToggleAlternativeSearchEngineProvider(
+    const base::ListValue* args) {
+  brave::ToggleUseAlternativeSearchEngineProvider(
+      Profile::FromWebUI(web_ui()));
+}
+
+void BraveNewTabMessageHandler::HandleSaveNewTabPagePref(
+    const base::ListValue* args) {
+  if (args->GetSize() != 2) {
+    LOG(ERROR) << "Invalid input";
+    return;
+  }
+  PrefService* prefs = Profile::FromWebUI(web_ui())->GetPrefs();
+  // Collect args
+  std::string settingsKeyInput = args->GetList()[0].GetString();
+  auto settingsValue = args->GetList()[1].Clone();
+  // Validate args
+  // Note: if we introduce any non-bool settings values
+  // then perform this type check within the appropriate key conditionals.
+  if (!settingsValue.is_bool()) {
+    LOG(ERROR) << "Invalid value type";
+    return;
+  }
+  const auto settingsValueBool = settingsValue.GetBool();
+  std::string settingsKey;
+  if (settingsKeyInput == "showBackgroundImage") {
+    settingsKey = kNewTabPageShowBackgroundImage;
+  } else {
+    LOG(ERROR) << "Invalid setting key";
+    return;
+  }
+  prefs->SetBoolean(settingsKey, settingsValueBool);
+}
+
+void BraveNewTabMessageHandler::OnPrivatePropertiesChanged() {
+  new_tab_web_ui_->OnPrivatePropertiesChanged();
+}
+
+void BraveNewTabMessageHandler::OnStatsChanged() {
+  new_tab_web_ui_->OnStatsChanged();
+  FireWebUIListener("stats-updated");
+}
+
+void BraveNewTabMessageHandler::OnPreferencesChanged() {
+  new_tab_web_ui_->OnPreferencesChanged();
+  FireWebUIListener("preferences-changed");
+}
diff --git a/browser/ui/webui/brave_new_tab_message_handler.h b/browser/ui/webui/brave_new_tab_message_handler.h
new file mode 100644
index 000000000000..b47f8a023c3a
--- /dev/null
+++ b/browser/ui/webui/brave_new_tab_message_handler.h
@@ -0,0 +1,42 @@
+// Copyright (c) 2019 The Brave Authors. All rights reserved.
+// This Source Code Form is subject to the terms of the Mozilla Public
+// License, v. 2.0. If a copy of the MPL was not distributed with this file,
+// you can obtain one at http://mozilla.org/MPL/2.0/.
+
+#ifndef BRAVE_BROWSER_UI_WEBUI_BRAVE_NEW_TAB_MESSAGE_HANDLER_H_
+#define BRAVE_BROWSER_UI_WEBUI_BRAVE_NEW_TAB_MESSAGE_HANDLER_H_
+
+#include "components/prefs/pref_change_registrar.h"
+#include "content/public/browser/web_ui_message_handler.h"
+
+class Profile;
+class BraveNewTabUI;
+
+// Handles messages to and from the New Tab Page javascript
+class BraveNewTabMessageHandler : public content::WebUIMessageHandler {
+ public:
+  explicit BraveNewTabMessageHandler(BraveNewTabUI* web_ui);
+  ~BraveNewTabMessageHandler() override;
+
+ private:
+  // WebUIMessageHandler implementation.
+  void RegisterMessages() override;
+  void OnJavascriptAllowed() override;
+  void OnJavascriptDisallowed() override;
+
+  void HandleInitialized(const base::ListValue* args);
+  void HandleSaveNewTabPagePref(const base::ListValue* args);
+  void HandleToggleAlternativeSearchEngineProvider(
+      const base::ListValue* args);
+
+  void OnStatsChanged();
+  void OnPreferencesChanged();
+  void OnPrivatePropertiesChanged();
+
+  PrefChangeRegistrar pref_change_registrar_;
+  BraveNewTabUI* new_tab_web_ui_;
+
+  DISALLOW_COPY_AND_ASSIGN(BraveNewTabMessageHandler);
+};
+
+#endif  // BRAVE_BROWSER_UI_WEBUI_BRAVE_NEW_TAB_MESSAGE_HANDLER_H_
diff --git a/browser/ui/webui/brave_new_tab_ui.cc b/browser/ui/webui/brave_new_tab_ui.cc
index 85420f165261..f16b6d1a8d1b 100644
--- a/browser/ui/webui/brave_new_tab_ui.cc
+++ b/browser/ui/webui/brave_new_tab_ui.cc
@@ -1,10 +1,14 @@
-/* This Source Code Form is subject to the terms of the Mozilla Public
- * License, v. 2.0. If a copy of the MPL was not distributed with this file,
- * You can obtain one at http://mozilla.org/MPL/2.0/. */
+// Copyright (c) 2019 The Brave Authors. All rights reserved.
+// This Source Code Form is subject to the terms of the Mozilla Public
+// License, v. 2.0. If a copy of the MPL was not distributed with this file,
+// you can obtain one at http://mozilla.org/MPL/2.0/.
 
 #include "brave/browser/ui/webui/brave_new_tab_ui.h"
 
+#include <string>
+
 #include "brave/browser/search_engines/search_engine_provider_util.h"
+#include "brave/browser/ui/webui/brave_new_tab_message_handler.h"
 #include "brave/common/pref_names.h"
 #include "brave/common/webui_url_constants.h"
 #include "brave/components/brave_new_tab/resources/grit/brave_new_tab_generated_map.h"
@@ -15,60 +19,27 @@
 #include "content/public/browser/render_frame_host.h"
 #include "content/public/browser/render_view_host.h"
 #include "content/public/browser/web_ui_data_source.h"
-#include "content/public/browser/web_ui_message_handler.h"
-
-namespace {
-class NewTabDOMHandler : public content::WebUIMessageHandler {
- public:
-  NewTabDOMHandler() = default;
-  ~NewTabDOMHandler() override = default;
-
- private:
-  // WebUIMessageHandler implementation.
-  void RegisterMessages() override {
-    web_ui()->RegisterMessageCallback(
-        "toggleAlternativePrivateSearchEngine",
-        base::BindRepeating(
-            &NewTabDOMHandler::HandleToggleAlternativeSearchEngineProvider,
-            base::Unretained(this)));
-  }
-
-  void HandleToggleAlternativeSearchEngineProvider(
-      const base::ListValue* args) {
-    brave::ToggleUseAlternativeSearchEngineProvider(
-        Profile::FromWebUI(web_ui()));
-  }
-
-  DISALLOW_COPY_AND_ASSIGN(NewTabDOMHandler);
-};
-
-}  // namespace
 
 BraveNewTabUI::BraveNewTabUI(content::WebUI* web_ui, const std::string& name)
     : BasicUI(web_ui, name, kBraveNewTabGenerated,
         kBraveNewTabGeneratedSize, IDR_BRAVE_NEW_TAB_HTML) {
-  Profile* profile = Profile::FromWebUI(web_ui);
-  PrefService* prefs = profile->GetPrefs();
-  pref_change_registrar_ = std::make_unique<PrefChangeRegistrar>();
-  pref_change_registrar_->Init(prefs);
-  pref_change_registrar_->Add(kAdsBlocked,
-    base::Bind(&BraveNewTabUI::OnPreferenceChanged, base::Unretained(this)));
-  pref_change_registrar_->Add(kTrackersBlocked,
-    base::Bind(&BraveNewTabUI::OnPreferenceChanged, base::Unretained(this)));
-  pref_change_registrar_->Add(kHttpsUpgrades,
-    base::Bind(&BraveNewTabUI::OnPreferenceChanged, base::Unretained(this)));
-  pref_change_registrar_->Add(kUseAlternativeSearchEngineProvider,
-    base::Bind(&BraveNewTabUI::OnPreferenceChanged, base::Unretained(this)));
-  pref_change_registrar_->Add(kAlternativeSearchEngineProviderInTor,
-    base::Bind(&BraveNewTabUI::OnPreferenceChanged, base::Unretained(this)));
-
-  web_ui->AddMessageHandler(std::make_unique<NewTabDOMHandler>());
+  web_ui->AddMessageHandler(std::make_unique<BraveNewTabMessageHandler>(this));
 }
 
 BraveNewTabUI::~BraveNewTabUI() {
 }
 
-void BraveNewTabUI::CustomizeNewTabWebUIProperties(content::RenderViewHost* render_view_host) {
+void BraveNewTabUI::UpdateWebUIProperties() {
+  // TODO(petemill): move all this data to set on loadTimeData
+  // on the DataSource via the MessageHandler
+  auto* render_view_host = GetRenderViewHost();
+  SetStatsWebUIProperties(render_view_host);
+  SetPrivateWebUIProperties(render_view_host);
+  SetPreferencesWebUIProperties(render_view_host);
+}
+
+void BraveNewTabUI::SetStatsWebUIProperties(
+  content::RenderViewHost* render_view_host) {
   DCHECK(IsSafeToSetWebUIProperties());
   Profile* profile = Profile::FromWebUI(web_ui());
   PrefService* prefs = profile->GetPrefs();
@@ -99,13 +70,51 @@ void BraveNewTabUI::CustomizeNewTabWebUIProperties(content::RenderViewHost* rend
   }
 }
 
-void BraveNewTabUI::UpdateWebUIProperties() {
+void BraveNewTabUI::SetPrivateWebUIProperties(
+  content::RenderViewHost* render_view_host) {
+  DCHECK(IsSafeToSetWebUIProperties());
+  Profile* profile = Profile::FromWebUI(web_ui());
+  PrefService* prefs = profile->GetPrefs();
+  if (render_view_host) {
+    render_view_host->SetWebUIProperty(
+        "useAlternativePrivateSearchEngine",
+        prefs->GetBoolean(kUseAlternativeSearchEngineProvider) ? "true"
+                                                               : "false");
+    render_view_host->SetWebUIProperty(
+        "isTor", profile->IsTorProfile() ? "true" : "false");
+    render_view_host->SetWebUIProperty(
+        "isQwant", brave::IsRegionForQwant(profile) ? "true" : "false");
+  }
+}
+
+void BraveNewTabUI::SetPreferencesWebUIProperties(
+  content::RenderViewHost* render_view_host) {
+  DCHECK(IsSafeToSetWebUIProperties());
+  Profile* profile = Profile::FromWebUI(web_ui());
+  PrefService* prefs = profile->GetPrefs();
+  if (render_view_host) {
+    render_view_host->SetWebUIProperty(
+        "showBackgroundImage",
+        prefs->GetBoolean(kNewTabPageShowBackgroundImage) ? "true"
+                                                          : "false");
+  }
+}
+
+
+void BraveNewTabUI::OnPreferencesChanged() {
   if (IsSafeToSetWebUIProperties()) {
-    CustomizeNewTabWebUIProperties(GetRenderViewHost());
-    web_ui()->CallJavascriptFunctionUnsafe("brave_new_tab.statsUpdated");
+    SetPreferencesWebUIProperties(GetRenderViewHost());
   }
 }
 
-void BraveNewTabUI::OnPreferenceChanged() {
-  UpdateWebUIProperties();
+void BraveNewTabUI::OnPrivatePropertiesChanged() {
+  if (IsSafeToSetWebUIProperties()) {
+    SetPrivateWebUIProperties(GetRenderViewHost());
+  }
+}
+
+void BraveNewTabUI::OnStatsChanged() {
+  if (IsSafeToSetWebUIProperties()) {
+    SetStatsWebUIProperties(GetRenderViewHost());
+  }
 }
diff --git a/browser/ui/webui/brave_new_tab_ui.h b/browser/ui/webui/brave_new_tab_ui.h
index 14778a722880..37e849d02008 100644
--- a/browser/ui/webui/brave_new_tab_ui.h
+++ b/browser/ui/webui/brave_new_tab_ui.h
@@ -1,29 +1,34 @@
-/* This Source Code Form is subject to the terms of the Mozilla Public
- * License, v. 2.0. If a copy of the MPL was not distributed with this file,
- * You can obtain one at http://mozilla.org/MPL/2.0/. */
+// Copyright (c) 2019 The Brave Authors. All rights reserved.
+// This Source Code Form is subject to the terms of the Mozilla Public
+// License, v. 2.0. If a copy of the MPL was not distributed with this file,
+// you can obtain one at http://mozilla.org/MPL/2.0/.
 
 #ifndef BRAVE_BROWSER_UI_WEBUI_BRAVE_NEW_TAB_UI_H_
 #define BRAVE_BROWSER_UI_WEBUI_BRAVE_NEW_TAB_UI_H_
 
 #include <memory>
+#include <string>
 
 #include "brave/browser/ui/webui/basic_ui.h"
 
-class PrefChangeRegistrar;
+namespace content {
+class RenderViewHost;
+}
 
 class BraveNewTabUI : public BasicUI {
  public:
   BraveNewTabUI(content::WebUI* web_ui, const std::string& host);
   ~BraveNewTabUI() override;
+  void OnPreferencesChanged();
+  void OnPrivatePropertiesChanged();
+  void OnStatsChanged();
 
  private:
   // BasicUI overrides
   void UpdateWebUIProperties() override;
-
-  void CustomizeNewTabWebUIProperties(content::RenderViewHost* render_view_host);
-  void OnPreferenceChanged();
-
-  std::unique_ptr<PrefChangeRegistrar> pref_change_registrar_;
+  void SetPreferencesWebUIProperties(content::RenderViewHost* render_view_host);
+  void SetStatsWebUIProperties(content::RenderViewHost* render_view_host);
+  void SetPrivateWebUIProperties(content::RenderViewHost* render_view_host);
 
   DISALLOW_COPY_AND_ASSIGN(BraveNewTabUI);
 };
diff --git a/browser/ui/webui/brave_new_tab_ui_browsertest.cc b/browser/ui/webui/brave_new_tab_ui_browsertest.cc
index 72572f807e21..d627f1430110 100644
--- a/browser/ui/webui/brave_new_tab_ui_browsertest.cc
+++ b/browser/ui/webui/brave_new_tab_ui_browsertest.cc
@@ -79,7 +79,7 @@ IN_PROC_BROWSER_TEST_F(BraveNewTabUIBrowserTest, BraveNewTabIsDefault) {
   bool is_brave_new_tab = false;
   ASSERT_TRUE(content::ExecuteScriptAndExtractBool(
       contents,
-      "window.domAutomationController.send(!!window.brave_new_tab)",
+      "window.domAutomationController.send(!!document.querySelector(`html[data-test-id='brave-new-tab-page']`))",
       &is_brave_new_tab));
   ASSERT_TRUE(is_brave_new_tab);
 }
diff --git a/common/pref_names.cc b/common/pref_names.cc
index 09ddf949cb68..3a12d7b7d011 100644
--- a/common/pref_names.cc
+++ b/common/pref_names.cc
@@ -52,3 +52,5 @@ const char kWebTorrentEnabled[] = "brave.webtorrent_enabled";
 const char kHangoutsEnabled[] = "brave.hangouts_enabled";
 const char kHideBraveRewardsButton[] = "brave.hide_brave_rewards_button";
 const char kIPFSCompanionEnabled[] = "brave.ipfs_companion_enabled";
+const char kNewTabPageShowBackgroundImage[] =
+    "brave.new_tab_page.show_background_image";
diff --git a/common/pref_names.h b/common/pref_names.h
index b42d737430ba..a7513eb4abb9 100644
--- a/common/pref_names.h
+++ b/common/pref_names.h
@@ -46,5 +46,6 @@ extern const char kWebTorrentEnabled[];
 extern const char kHangoutsEnabled[];
 extern const char kHideBraveRewardsButton[];
 extern const char kIPFSCompanionEnabled[];
+extern const char kNewTabPageShowBackgroundImage[];
 
 #endif  // BRAVE_COMMON_PREF_NAMES_H_
diff --git a/components/brave_new_tab_ui/actions/new_tab_actions.ts b/components/brave_new_tab_ui/actions/new_tab_actions.ts
index 22720b0fd209..a2a84a3224b4 100644
--- a/components/brave_new_tab_ui/actions/new_tab_actions.ts
+++ b/components/brave_new_tab_ui/actions/new_tab_actions.ts
@@ -6,6 +6,7 @@ import { action } from 'typesafe-actions'
 
 // Constants
 import { types } from '../constants/new_tab_types'
+import { Preferences } from '../api/preferences'
 
 export const topSitesDataUpdated = (topSites: NewTab.Site[]) => action(types.NEW_TAB_TOP_SITES_DATA_UPDATED, {
   topSites
@@ -71,4 +72,6 @@ export const showSettingsMenu = () => action(types.NEW_TAB_SHOW_SETTINGS_MENU)
 
 export const closeSettingsMenu = () => action(types.NEW_TAB_CLOSE_SETTINGS_MENU)
 
-export const toggleShowBackgroundImage = () => action(types.NEW_TAB_TOGGLE_SHOW_BACKGROUND_IMAGE)
+export const preferencesUpdated = (preferences: Preferences) => action(types.NEW_TAB_PREFERENCES_UPDATED, {
+  preferences
+})
diff --git a/components/brave_new_tab_ui/api/dataFetch.ts b/components/brave_new_tab_ui/api/dataFetch.ts
index 886169d16a7f..325139533064 100644
--- a/components/brave_new_tab_ui/api/dataFetch.ts
+++ b/components/brave_new_tab_ui/api/dataFetch.ts
@@ -9,7 +9,7 @@ import store from '../store'
 /**
  * Get actions from the C++ back-end down to front-end components
  */
-let actions: any = null
+let actions: typeof newTabActions
 export const getActions = () => {
   if (actions) {
     return actions
diff --git a/components/brave_new_tab_ui/api/preferences.ts b/components/brave_new_tab_ui/api/preferences.ts
new file mode 100644
index 000000000000..f6eab6abcf17
--- /dev/null
+++ b/components/brave_new_tab_ui/api/preferences.ts
@@ -0,0 +1,41 @@
+// Copyright (c) 2019 The Brave Authors. All rights reserved.
+// This Source Code Form is subject to the terms of the Mozilla Public
+// License, v. 2.0. If a copy of the MPL was not distributed with this file,
+// you can obtain one at http://mozilla.org/MPL/2.0/.
+
+//
+// Manages get and set of NTP preference data
+// Ensures everything to do with communication
+// with the WebUI backend is all in 1 place,
+// especially string keys.
+//
+
+export type Preferences = {
+  showBackgroundImage: boolean
+}
+
+function getWebUIBooleanVal (key: string): boolean {
+  return (chrome.getVariableValue(key).toLowerCase() === 'true')
+}
+
+export function getPreferences (): Promise<Preferences> {
+  // Note(petemill): Returning as promise allows this
+  // to be async even though it isn't right now.
+  // Enforces practice of not setting directly
+  // in a redux reducer.
+  return Promise.resolve({
+    showBackgroundImage: getWebUIBooleanVal('showBackgroundImage')
+  })
+}
+
+function sendSavePref (key: string, value: any) {
+  chrome.send('saveNewTabPagePref', [key, value])
+}
+
+export function saveShowBackgroundImage (value: boolean): void {
+  sendSavePref('showBackgroundImage', value)
+}
+
+export function addChangeListener (listener: () => void): void {
+  window.cr.addWebUIListener('preferences-changed', listener)
+}
diff --git a/components/brave_new_tab_ui/api/topSites/bookmarks.ts b/components/brave_new_tab_ui/api/topSites/bookmarks.ts
index 35c986f40b49..db5d9b77feb0 100644
--- a/components/brave_new_tab_ui/api/topSites/bookmarks.ts
+++ b/components/brave_new_tab_ui/api/topSites/bookmarks.ts
@@ -9,7 +9,7 @@ import { getActions } from '../dataFetch'
  */
 export const fetchBookmarkInfo = (url: string) => {
   chrome.bookmarks.search(url.replace(/^https?:\/\//, ''),
-    (bookmarkTreeNodes) => getActions().bookmarkInfoAvailable(url, bookmarkTreeNodes[0])
+    (bookmarkTreeNodes) => getActions().bookmarkInfoAvailable(url, bookmarkTreeNodes[0] as NewTab.Bookmark)
   )
 }
 
diff --git a/components/brave_new_tab_ui/brave_new_tab.html b/components/brave_new_tab_ui/brave_new_tab.html
index fd8a4132705d..06ed758177bb 100644
--- a/components/brave_new_tab_ui/brave_new_tab.html
+++ b/components/brave_new_tab_ui/brave_new_tab.html
@@ -1,5 +1,5 @@
 <!doctype html>
-<html>
+<html data-test-id="brave-new-tab-page">
 <head>
 <meta charset="utf-8">
 <meta name="viewport" content="width=device-width">
diff --git a/components/brave_new_tab_ui/brave_new_tab.tsx b/components/brave_new_tab_ui/brave_new_tab.tsx
index c24439a5d376..708d5fdf7b4b 100644
--- a/components/brave_new_tab_ui/brave_new_tab.tsx
+++ b/components/brave_new_tab_ui/brave_new_tab.tsx
@@ -1,14 +1,15 @@
-/* This Source Code Form is subject to the terms of the Mozilla Public
- * License, v. 2.0. If a copy of the MPL was not distributed with this file,
- * You can obtain one at http://mozilla.org/MPL/2.0/. */
+// Copyright (c) 2019 The Brave Authors. All rights reserved.
+// This Source Code Form is subject to the terms of the Mozilla Public
+// License, v. 2.0. If a copy of the MPL was not distributed with this file,
+// you can obtain one at http://mozilla.org/MPL/2.0/.
 
 import * as React from 'react'
 import { render } from 'react-dom'
 import { Provider } from 'react-redux'
-import * as dataFetchAPI from './api/dataFetch'
-
 import Theme from 'brave-ui/theme/brave-default'
 import { ThemeProvider } from 'brave-ui/theme'
+import * as dataFetchAPI from './api/dataFetch'
+import * as preferencesAPI from './api/preferences'
 
 // Components
 import App from './components/app'
@@ -21,29 +22,35 @@ import 'emptykit.css'
 import '../fonts/poppins.css'
 import '../fonts/muli.css'
 
-window.cr.define('brave_new_tab', function () {
-  'use strict'
-
-  function initialize () {
-    render(
-      <Provider store={store}>
-        <ThemeProvider theme={Theme}>
-          <App />
-        </ThemeProvider>
-      </Provider>,
-      document.getElementById('root'))
-    window.i18nTemplate.process(window.document, window.loadTimeData)
-  }
-
-  function statsUpdated () {
-    const actions = dataFetchAPI.getActions()
-    actions.statsUpdated()
-  }
-
-  return {
-    initialize,
-    statsUpdated
-  }
-})
-
-document.addEventListener('DOMContentLoaded', window.brave_new_tab.initialize)
+async function initialize () {
+  render(
+    <Provider store={store}>
+      <ThemeProvider theme={Theme}>
+        <App />
+      </ThemeProvider>
+    </Provider>,
+    document.getElementById('root')
+  )
+  window.i18nTemplate.process(window.document, window.loadTimeData)
+  handleAPIEvents()
+  await updatePreferences()
+}
+
+async function updatePreferences () {
+  const preferences = await preferencesAPI.getPreferences()
+  const actions = dataFetchAPI.getActions()
+  actions.preferencesUpdated(preferences)
+}
+
+function updateStats () {
+  const actions = dataFetchAPI.getActions()
+  actions.statsUpdated()
+}
+
+function handleAPIEvents () {
+  chrome.send('newTabPageInitialized', [])
+  window.cr.addWebUIListener('stats-updated', updateStats)
+  preferencesAPI.addChangeListener(updatePreferences)
+}
+
+document.addEventListener('DOMContentLoaded', initialize)
diff --git a/components/brave_new_tab_ui/components/app.tsx b/components/brave_new_tab_ui/components/app.tsx
index 0f8cac0a82c6..22ad13fed00b 100644
--- a/components/brave_new_tab_ui/components/app.tsx
+++ b/components/brave_new_tab_ui/components/app.tsx
@@ -1,6 +1,7 @@
-/* This Source Code Form is subject to the terms of the Mozilla Public
- * License, v. 2.0. If a copy of the MPL was not distributed with this file,
- * You can obtain one at http://mozilla.org/MPL/2.0/. */
+// Copyright (c) 2019 The Brave Authors. All rights reserved.
+// This Source Code Form is subject to the terms of the Mozilla Public
+// License, v. 2.0. If a copy of the MPL was not distributed with this file,
+// you can obtain one at http://mozilla.org/MPL/2.0/.
 
 import * as React from 'react'
 import { bindActionCreators, Dispatch } from 'redux'
@@ -12,6 +13,7 @@ import NewTabPage from './newTab'
 
 // Utils
 import * as newTabActions from '../actions/new_tab_actions'
+import * as PreferencesAPI from '../api/preferences'
 
 interface Props {
   actions: any
@@ -29,7 +31,13 @@ class DefaultPage extends React.Component<Props, {}> {
 
     return this.props.newTabData.isIncognito
       ? <NewPrivateTabPage newTabData={newTabData} actions={actions} />
-      : <NewTabPage newTabData={newTabData} actions={actions} />
+      : (
+          <NewTabPage
+            newTabData={newTabData}
+            actions={actions}
+            saveShowBackgroundImage={PreferencesAPI.saveShowBackgroundImage}
+          />
+        )
   }
 }
 
diff --git a/components/brave_new_tab_ui/components/newTab/index.tsx b/components/brave_new_tab_ui/components/newTab/index.tsx
index 245d583470dd..a504a0444dfd 100644
--- a/components/brave_new_tab_ui/components/newTab/index.tsx
+++ b/components/brave_new_tab_ui/components/newTab/index.tsx
@@ -24,8 +24,9 @@ import FooterInfo from './footerInfo'
 import SiteRemovalNotification from './notification'
 
 interface Props {
-  actions: any
   newTabData: NewTab.State
+  actions: any
+  saveShowBackgroundImage: (value: boolean) => void
 }
 
 class NewTabPage extends React.Component<Props, {}> {
@@ -63,7 +64,9 @@ class NewTabPage extends React.Component<Props, {}> {
   }
 
   toggleShowBackgroundImage = () => {
-    this.props.actions.toggleShowBackgroundImage()
+    this.props.saveShowBackgroundImage(
+      !this.props.newTabData.showBackgroundImage
+    )
   }
 
   showSettings = () => {
diff --git a/components/brave_new_tab_ui/constants/new_tab_types.ts b/components/brave_new_tab_ui/constants/new_tab_types.ts
index 4bc9788ed2c5..62958751a90f 100644
--- a/components/brave_new_tab_ui/constants/new_tab_types.ts
+++ b/components/brave_new_tab_ui/constants/new_tab_types.ts
@@ -20,5 +20,5 @@ export const enum types {
   NEW_TAB_USE_ALTERNATIVE_PRIVATE_SEARCH_ENGINE = '@@newtab/NEW_TAB_USE_ALTERNATIVE_PRIVATE_SEARCH_ENGINE',
   NEW_TAB_SHOW_SETTINGS_MENU = '@@newtab/NEW_TAB_SHOW_SETTINGS_MENU',
   NEW_TAB_CLOSE_SETTINGS_MENU = '@@newtab/NEW_TAB_CLOSE_SETTINGS_MENU',
-  NEW_TAB_TOGGLE_SHOW_BACKGROUND_IMAGE = '@@newtab/NEW_TAB_TOGGLE_SHOW_BACKGROUND_IMAGE'
+  NEW_TAB_PREFERENCES_UPDATED = '@@newtab/NEW_TAB_PREFERENCES_UPDATED'
 }
diff --git a/components/brave_new_tab_ui/reducers/new_tab_reducer.tsx b/components/brave_new_tab_ui/reducers/new_tab_reducer.tsx
index 1e2ebd015479..7a50ed211f4f 100644
--- a/components/brave_new_tab_ui/reducers/new_tab_reducer.tsx
+++ b/components/brave_new_tab_ui/reducers/new_tab_reducer.tsx
@@ -6,6 +6,7 @@ import { Reducer } from 'redux'
 
 // Constants
 import { types } from '../constants/new_tab_types'
+import { Preferences } from '../api/preferences'
 
 // API
 import * as gridAPI from '../api/topSites/grid'
@@ -34,10 +35,6 @@ export const newTabReducer: Reducer<NewTab.State | undefined> = (state: NewTab.S
       state = { ...state, showSettings: false }
       break
 
-    case types.NEW_TAB_TOGGLE_SHOW_BACKGROUND_IMAGE:
-      state = { ...state, showBackgroundImage: !state.showBackgroundImage }
-      break
-
     case types.BOOKMARK_ADDED:
       const topSite: NewTab.Site | undefined = state.topSites.find((site) => site.url === payload.url)
       if (topSite) {
@@ -157,6 +154,14 @@ export const newTabReducer: Reducer<NewTab.State | undefined> = (state: NewTab.S
       state = { ...state, useAlternativePrivateSearchEngine: payload.shouldUse }
       break
 
+    case types.NEW_TAB_PREFERENCES_UPDATED:
+      const preferences: Preferences = payload.preferences
+      state = {
+        ...state,
+        ...preferences
+      }
+      break
+
     default:
       break
   }
diff --git a/components/brave_new_tab_ui/storage.ts b/components/brave_new_tab_ui/storage.ts
index e2c0b3792471..49c9c7d05977 100644
--- a/components/brave_new_tab_ui/storage.ts
+++ b/components/brave_new_tab_ui/storage.ts
@@ -10,7 +10,7 @@ import { debounce } from '../common/debounce'
 const keyName = 'new-tab-data'
 
 const defaultState: NewTab.State = {
-  showBackgroundImage: true,
+  showBackgroundImage: false,
   showSettings: false,
   topSites: [],
   ignoredTopSites: [],
diff --git a/components/definitions/global.d.ts b/components/definitions/global.d.ts
index 273946ec8db3..6fefe4cd578f 100644
--- a/components/definitions/global.d.ts
+++ b/components/definitions/global.d.ts
@@ -1,6 +1,8 @@
-/* This Source Code Form is subject to the terms of the Mozilla Public
- * License, v. 2.0. If a copy of the MPL was not distributed with this file,
- * You can obtain one at http://mozilla.org/MPL/2.0/. */
+// Copyright (c) 2019 The Brave Authors. All rights reserved.
+// This Source Code Form is subject to the terms of the Mozilla Public
+// License, v. 2.0. If a copy of the MPL was not distributed with this file,
+// you can obtain one at http://mozilla.org/MPL/2.0/.
+
 export {}
 
 type loadTimeData = {
@@ -14,6 +16,7 @@ declare global {
     cr: {
       define: (name: string, init: () => void) => void
       sendWithPromise: (method: string, ...args: any[]) => any
+      addWebUIListener: (eventName: string, callback: (...args: any[]) => void) => void
     }
     i18nTemplate: {
       process: (document: Document, translations: loadTimeData) => void
diff --git a/components/test/brave_new_tab_ui/actions/new_tab_actions_test.ts b/components/test/brave_new_tab_ui/actions/new_tab_actions_test.ts
index 3321ea5337f0..f7dd302569ab 100644
--- a/components/test/brave_new_tab_ui/actions/new_tab_actions_test.ts
+++ b/components/test/brave_new_tab_ui/actions/new_tab_actions_test.ts
@@ -154,9 +154,4 @@ describe('newTabActions', () => {
       type: types.NEW_TAB_SHOW_SETTINGS_MENU
     })
   })
-  it('toggleShowBackgroundImage', () => {
-    expect(actions.toggleShowBackgroundImage()).toEqual({
-      type: types.NEW_TAB_TOGGLE_SHOW_BACKGROUND_IMAGE
-    })
-  })
 })
diff --git a/components/test/brave_new_tab_ui/reducers/new_tab_reducer_test.ts b/components/test/brave_new_tab_ui/reducers/new_tab_reducer_test.ts
index 3619603ef248..36c4323651dc 100644
--- a/components/test/brave_new_tab_ui/reducers/new_tab_reducer_test.ts
+++ b/components/test/brave_new_tab_ui/reducers/new_tab_reducer_test.ts
@@ -352,15 +352,4 @@ describe('newTabReducer', () => {
       expect(assertion).toEqual(expected)
     })
   })
-
-  describe('NEW_TAB_TOGGLE_SHOW_BACKGROUND_IMAGE', () => {
-    it('should toggle showBackgroundimage status to be true', () => {
-      const mockState = { ...fakeState, showBackgroundImage: false }
-      const expected = { ...mockState, showBackgroundImage: true }
-      const assertion = newTabReducer(mockState, {
-        type: types.NEW_TAB_TOGGLE_SHOW_BACKGROUND_IMAGE
-      })
-      expect(assertion).toEqual(expected)
-    })
-  })
 })