Toys R Us to Open New Flagship at American Dream Mall

Retail Dive | December 1, 2021

The revived Toys R Us plans to open a new two-story, 20,000-square-foot flagship at the American Dream mall in New Jersey. The new store is likely more a marketing vehicle for the brand than a sales channel. In the release, WHP said that the new store would be "reminiscent of the beloved toy store customers know and love, as visitors can shop their favorite toy brands, meet Geoffrey the Giraffe, [and] rediscover their love of play with interactive experiences and product demonstrations." The company also touted branded and experiential features like "Geoffrey's Café," an ice cream parlor and a two-story slide.

The store is set to open in mid-December, at the tail end of this year's holiday shopping season, according to a press release from Toys R Us parent WHP Global. At American Dream, the new store will be just feet from the Nickelodeon Universe Theme Park and DreamWorks Water Park, putting it in close proximity to other major family destinations.

The new location represents the first stand-alone Toys R Us since WHP's acquisition of the brand, and the only U.S. store after two short-lived stores, under a partnership with b8ta, shuttered earlier this year.

The toy industry as a whole has by and large found a way to live without Toys R Us. The pandemic has given a boost to the category, with toys taking on a revived relevance in the age of social distancing, and during school and childcare closures.

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