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Toys ‘R’ Us opens global flagship store for American Dream


A staple of many childhoods is finally making a comeback, as WHP Global announced the upcoming opening of a new Toys ‘R’ Us flagship store later this month.

WHP Global, parent company of Toys ‘R’ Us owner Tru Kids, announced the all-new flagship store will be inside American Dream, an entertainment and retail hub in the county. from Bergen, New Jersey in mid-December with special vacation schedules. The press release that coincides with the announcement says the new store will be similar to old toy stores, giving loyal customers that nostalgic feeling of walking around the once-giant store brand. Visitors will be able to shop for toys, meet Geoffrey the Giraffe, and enjoy new additions such as Geoffrey’s Café and ice cream parlor, as well as a two-story slide.

American Dream marks the return of the first stand-alone flagship store in the United States. It comes just after the opening of its digital flagship store this year with Macy’s and with more than 400 Toys ‘R’ Us stores planned to open in Macy’s stores nationwide starting in 2022.

“American Dream is a one-of-a-kind retail center offering massive entertainment experiences that make it a great destination for families. Launching our first Toys’R’Us flagship product here is a no-brainer, ”says Yehuda Shmidman, President and CEO of WHP Global and Toys ‘R’ Us. “The Toys’R’Us brand is large and growing rapidly. Today we have over 900 stores and e-commerce sites operating in 25 countries outside of the US, and now our US expansion plans are in high gear, propelling us into the next chapter of growth for our global brand. “

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Image via Toys “R” Us

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“American Dream is a world-class destination with unique experiences and leading entertainment / retail concepts, designed to delight a multigenerational audience,” says Don Ghermezian, CEO of American Dream. “Toys’R’Us arouses the same sense of joy in many age groups. This powerful brand is the perfect addition to American Dream’s line of entertainment and attractions properties. We are delighted to partner with WHP Global and Toys’R “Us to bring this project to life. “

Toys ‘R’ Us started out as Children’s Bargantown and was a baby goods and furniture store. As the store began to grow, its attention shifted to toys and adopted the name Toys ‘R’ Us, with the first store bearing the name opening in 1957. Over the years Following decades, the store brand continued to grow nationwide, with a number of spin-off stores that included Kids ‘R’ Us in 1983 and Babies ‘R’ Us in 1996. Over the years, the company has grown. started to run out of steam as competitors such as Walmart and Target began to oppose them, leading to the closure of a number of their spin-off stores, with all Kids ‘R’ Us stores having closed their operations in United States in 2003.

As digital storefronts grew in popularity, the rest of the Toy ‘R’ Us brand continued to feel pressure, with the company ultimately declaring bankruptcy in 2017 and closing more than 900 stores. In 2019, the brand was relaunched by Tru Kids and planned to bring back stores, starting with two stores, both of which were closed in 2021 due to the effects of the COVID-19 pandemic. In March of the same year, WHP Global acquired a controlling stake in Tru Kids and has since managed the brand in a new attempt to relaunch and expand Toys ‘R’ Us.

Toys ‘R’ Us flagship product at American Dream will open in mid-December with extended vacation hours.


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