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.