Toys”R”Us Opens Two-Story Flagship Store at American Dream

Toys"R"Us has made a triumphant return with the opening of a two-story flagship store at the American Dream mall in East Rutherford, New Jersey. Spanning 20,000 square feet, this impressive store is designed to cater to children of all ages and marks the return of a flagship Toys"R"Us location in the United States.

The grand opening took place in December 2021, just in time for the holiday season. The store is strategically located near the Nickelodeon Universe Theme Park and DreamWorks Water Park, making it an ideal destination for families seeking entertainment and shopping experiences. WHP Global, the company that owns Toys"R"Us, believes that the American Dream mall's unique retail center and massive entertainment offerings make it the perfect location for their flagship store.

"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," said Yehuda Shmidman, WHP Global and Toys"R"Us Chairman and CEO in a press release. "The Toy"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." 

Visitors to the new Toys"R"Us can expect a nostalgic yet modern shopping experience, complete with interactive experiences, product demonstrations, and beloved mascot Geoffrey the Giraffe. The store also features Geoffrey's Café and ice cream parlor, as well as a two-story slide for added fun.

This flagship store opening follows the launch of Toys"R"Us's digital flagship store in partnership with Macy's. Additionally, over 400 Toys"R"Us shop-in-shops are slated to open inside Macy's stores nationwide starting in 2022.

Toys"R"Us aims to create memorable experiences for its customers by focusing on more than just retail sales. The company's future plans include adding toy demonstrations and other engaging activities to its stores, transforming them into experience shops for kids. By doing so, Toys"R"Us hopes to compete with online retailers like Amazon and provide a unique, immersive shopping experience that keeps customers coming back for more.