Toys‘R’Us Opens New Flagship Store at American Dream Mall

Toys“R”Us is rebounding its retail presence with a new flagship store at the New Jersey American Dream shopping mall.
Toys"R"Us flagship rendering

The two-story store will span 20,000 square feet and will be reminiscent of the toy retailer’s previous retail presence, said parent company WHP Global. The store will feature Geoffrey the Giraffe, interactive experiences and product demonstrations, as well as new brand experiences such as Geoffrey’s Café, a slide and an ice cream parlor. 

The new store comes after Toy”R”Us shuttered all its stores across the U.S. over the last three years after several years of declining sales. The retailer recently regained its retail footprint after relaunching its website with Macy’s earlier this year and has plans in place to open 400 in-store shops at Macy’s locations beginning in 2022. WHP acquired Toys”R”Us in March 2021. Toys”R”Us still operates stores abroad and it has a combined footprint of 900 branded stores and e-commerce sites across the Toy”R”Us and Babies”R”Us brands.

"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. "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 U.S., and now our U expansion plans are in high gear, propelling us into the next chapter of growth for our global brand."

The American Dream flagship store will open in mid-December with extended hours for the holiday shopping season.