“From bikes to trains to video games, it’s the biggest toy store there is,” and that’s the truth once again.
WHP Global, parent company of Toys “R” Us, said Wednesday it is getting a new two-story Toys “R” Us flagship store ready for a mid-December grand opening located within steps of Nickelodeon Universe Theme Park and DreamWorks Water Park inside the American Dream mall in East Rutherford.
The 20,000-square-foot store will feature a modern concept reminiscent of the beloved toy store customers know and love. Visitors will be able to shop their favorite toy brands, meet Geoffrey the Giraffe, rediscover their love of play with interactive experiences and product demonstrations, and enjoy new branded elements like Geoffrey’s Café and ice cream parlor, a two-story slide and more.
“American Dream is a one-of-a-kind, unrivaled retail center featuring massive entertainment experiences that make it an ideal destination for families. Debuting our first Toys ‘R’ Us flagship here is a no-brainer,” Yehuda Shmidman, WHP Global and Toys “R” Us chairman and CEO, said. “The Toys ‘R’ Us brand is big and growing fast. Today, we have over 900 stores and e-commerce sites operating across 25 countries outside the USA, and now our USA expansion plans are in high gear, propelling us into the next chapter of growth for our global brand.”
Opening just in time for the 2021 holiday shopping season, the Toys “R” Us flagship at American Dream marks the return of the first standalone flagship store of the iconic and beloved toy brand in the U.S. This comes on the heels of Toys “R” Us opening its digital flagship store this year together with Macy’s and with over 400 Toys “R” Us shop-in-shops slated to open inside Macy’s stores nationwide starting in 2022.
“American Dream is a world-class destination with one-of-a-kind experiences and first-to-market entertainment/retail concepts, designed to delight a multigenerational audience,” Don Ghermezian, CEO of American Dream, said in a prepared statement. “Toys ‘R’ Us sparks the same feeling of joy across multiple age groups. This powerful brand is the perfect addition to American Dream’s all-star lineup of entertainment properties and attractions. We’re thrilled to partner with WHP Global and Toys ‘R’ Us to bring this project to life.”