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12/20/2021

CSA First Look: Toys “R” Us opens at American Dream

Marianne Wilson
Editor-in-Chief
Marianne Wilson profile picture

Toys “R” Us has officially opened the doors to its first U.S. store under its new owners.

The iconic toy retailer on Dec. 19 opened a two-level, 20,000-sq.-ft. store at American Dream, the massive, three million sq.-ft.-plus entertainment and retail center in East Rutherford, New Jersey.  Billed as a global flagship, the new outpost features some 10,000 items, merchandised by brand or play pattern (dolls, arts and crafts, etc.)

The store combines signature elements that have long been associated with the retailer, including its Geoffrey the Giraffe mascot, with such new elements, as Geoffrey's Café and ice cream parlor and a two-story slide (both of which will open in the new year).

The new Toys “R” Us also features stations where kids can play and other interactive experiences, and product demonstrations.

The American Dream store is Toys “R” Us’ only confirmed U.S. location. But the brand is getting ready to make its debut with in-store shops at some 400 Macy’s stores in 2022.

Toys “R” Us is owned by WHP Global, which acquired Tru Kids Inc., parent company to the Toys "R" Us, Babies "R" Us, Geoffrey the Giraffe brands, and more than 20 related consumer toy and baby brands, in March. WHP also owns Anne Klein, Joseph Abboud, Joe’s Jeans, William Rast and Lotto.