After closing its last two remaining stores in January in a failed relaunch, Toys R Us will try to make a grand return this holiday season, with the opening of a new two-story flagship store inside American Dream Mall in Bergen County, New Jersey.
The flagship store, which will open in mid-December with extended holiday hours, will allow customers to shop for their favorite toy brands, meet Geoffrey the Giraffe and participate in interactive experiences and product demonstrations. The location has new branded elements that include Geoffrey's caf and ice cream parlor and a two-story slide.
The store is located near American Dream's Nickelodeon Universe theme park and DreamWorks water park.
In March, BUY NOW, PAY LATER WHP Global acquired a majority stake in Toys R Us as part of a last-ditch effort to revive the brand. American Dream is a one-of-a-kind retail center with huge entertainment experiences that make it an ideal destination for families. The launch of our first Toys R Us flagship is a no-brainer, said Yehuda Shmidman, chairman and CEO of WHP Global and Toys R Us. The brand Toy R Us is growing fast. American Dream CEO Don Ghermezian said the brand of Toys R Us sparks the same feeling of joy across multiple age groups and is the perfect addition to American Dream's all-star lineup of entertainment properties and attractions. Toys R Us has generated more than $2 billion in global retail sales annually through approximately 900 stores and e-commerce sites in 25 countries outside the United States.
In August, WHP Global said it would open more than 400 physical Toys R Us shop-in shops at Macy's department stores in 2022, in addition to the American Dream mall location.