A Toys"R"Us store.

Toys”R”Us to open US flagship store with two-storey slide and ice-cream parlour

WHP Global, the parent company of Toys”R”Us, is to open a new two-storey flagship store inside New Jersey retail centre American Dream. The store, set to open in mid December, will be the first US Toys”R”Us flagship store and will feature a modern two-level retail concept that spans 20,000 square feet.

Visitors to the destination store will be able to shop for their favourite 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 parlour, two-storey slide and more.

“American Dream is a one-of-a-kind unrivalled retail centre featuring massive entertainment experiences that make it an ideal destination for families. Debuting our first Toys”R”Us flagship here is a no-brainer,” says Yehuda Shmidman, WHP Global and Toys”R”Us Chairman and CEO.

“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.”

The opening of the New Jersey flagship comes on the heels of Toys”R”Us opening its digital flagship store this year together with Macy’s. Over 400 Toys”R”Us shop-in-shops are 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 multi-generational audience,” says Don Ghermezian, CEO of American Dream.  “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.”

The Toys”R”Us flagship at American Dream will open its doors in mid-December with extended holiday hours. To keep updated on the flagship grand opening and 2022 store openings, visit toysrus.com and follow @toysrus on Instagram, Twitter, Facebook and TikTok.

Toys R Us and Babies R Us returning to UK in 2022


About Tessa Clayton

A former Chief Sub of Red magazine, Tessa Clayton is the Digital Editor of Licensing.biz and ToyNews. As a freelance journalist she specialised in writing about parenting and family life, and has contributed to a wide variety of publications and websites including Tesco online, Mother & Baby, Livingetc, Junior, Boots Health & Beauty, Practical Parenting and babycentre.co.uk. Get in touch at tessa.clayton@biz-media.co.uk

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