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a rendering of Toys “R” Us at American Dream

Toys ‘R’ Us to open global flagship at American Dream

Toys “R” Us is making a big move in its U.S. retail comeback — just in time for the holidays.

The iconic toy retailer will open a flagship — the first in the United States under its new owners — in mid-December at American Dream, the massive, three million sq.-ft.-plus entertainment and retail center in East Rutherford, New Jersey. The two-level, 20,000-sq.-ft. store will feature a modern design with signature elements that have long been associated with the retailer, including its mascot, Geoffrey the Giraffe.

Visitors will also be able to rediscover their love of play with interactive experiences and product demonstrations. In addition, it will offer new branded elements, including Geoffrey's Café and ice cream parlor, a two-story slide and more.

Earlier this year, Toys “R” Us entered into a partnership with Macy’s that includes rolling out branded in-store shops to more than 400 Macy’s stores starting in 2022. As part of the deal, Macy’s provide inventory and digital fulfillment for Toys “R” Us flagship e-commerce site.

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.

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a rendering of Toys “R” Us at American Dream
Toys “R” Us will open its doors at American Dream in mid-December.

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

The Toy “R” Us brand is big and growing fast, Shmidman added.

“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,” he said.

Toys “R” Us generates more than $2 billion in global retail sales annually through 900 branded stores and e-commerce businesses in more than 25 countries.

Located within steps of Nickelodeon Universe Theme Park and DreamWorks Water Park, the new flagship is at the epicenter of American Dream’s entertainment, shopping and dining experiences.

“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,” said Don Ghermezian, CEO of American Dream, developed by Triple Five Group. “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.”

[Read More: First Look: American Dream opens its 300,000-sq.-ft. luxury retail wing]

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