Toys"R"Us comeback continues — opening at Mall of America
Toys”R”Us is set to open its second U.S. flagship under its new owners.
The iconic toy retailer will open an 11,000-sq.-ft. store this week at Mall of America in Bloomington, Minn. It's the second brick-and-mortar location under WHP Global, which acquired the brand in 2021, and the first to open under a new partnership with Go! Retail Group. The partnership, announced in September, includes the opening of up to 24 Toys”R”Us flagships in prime locations across the U.S.
In late 2021, Toys”R”Us made its U.S. brick-and-mortar return with the opening of a global flagship at American Dream, the massive entertainment and retail center in East Rutherford, N.J. (American Dream and Mall of America are both owned by Triple Five Corp.) It has also expanded its retail footprint through a partnership with Macy's, with more than 452 Toys"R"Us shop-in-shops open inside Macy's stores nationwide.
"After the success we've experienced with our first flagship at American Dream and shops inside Macy's, bringing Toys"R"Us to Mall of America was a must,” said Jamie Uitdenhowen, executive VP of Toys"R"Us at WHP Global. “There is the perfect mix of entertainment and retail that makes it a highly trafficked go-to-destination for families year-round. I'm thrilled to open our first flagship with our new partners at Go! Retail Group as we continue to expand the Toys"R"Us brand through new concepts and to new locations around the world."
The new Toys"R"Us flagship houses an extensive assortment of toys and games, with product demonstration tables where customers can play with the toys and see them out of the box. It also features a photo-opp with the brand's mascot, Geoffrey. Other branded elements, such as Geoffrey's Café and ice cream parlor will be added in 2024.
"Toys"R"Us has played a role in creating special memories for so many of us," said Heather Brechbill-Swilley, senior vice president of leasing at Mall of America. "We are excited to bring this playful and iconic brand to life at Mall of America for the next generation to enjoy. Whether you're a kid or a kid at heart, this nostalgic brand will be the perfect addition for families and guests of all ages this holiday season."
Toys”R”Us operates 1,400 stores and e-commerce businesses in 31 countries around the world.