Toys R Us is upgrading its prime Times Square outlet as the toy business heads into the all-important autumn launch season.
Several new merchandise areas - including children's apparel - will be added. The 2,200 square foot section will sit on the second level and feature everything from newborns upwards, according to a report from KidScreen Magazine.
Licences will be dominant, with the likes of Elmo, Hannah Montana and Transformers already on board.
In addition, the store is looking to entice more collectors through its doors. The new Science Fiction and Character Collectible Shop will stock the likes of Star Wars figurines and rare Star Trek paraphernalia. A replica of Kermit the Frog will take centre stage in the Walt Disney Showcase collection, while a sports memorabilia and collectibles shop is now on the lower level and features limited edition keepsakes form all major sports franchises.