Toys R Us to Open New Flagship Location

The revived toy retailer will open a two-level location in the American Dream mall.

The revived toy retailer will open a two-level location in the American Dream mall.

At the beginning of 2021, the last two physical Toys R Us locations in the United States closed down. The belabored toy retail chain was hoping to make their big brick and mortar comeback around that time, but the persistence of the COVID-19 pandemic stymied those plans. Today, though, Toys R Us, with the backing of their parent company, WHP Global, announced a new flagship location, and this time, it’ll be in one of the biggest shopping malls in the world.

Toys R Us will be opening a brand new store at the American Dream mall in New Jersey. The American Dream is a massive complex full of not just shopping, but full on indoor theme parks, making it more of a outing destination than merely a place to shop. Toys R Us is hoping to bank on this different climate and bill itself as an activity center in addition to a toy store. The store will be two-levels tall, featuring a slide between the two levels, as well as a café and ice cream shop and various experiences and activities for kids.

“Families will come to visit because American Dream is a destination for the day,” said Yehuda Shmidman, founder of WHP. “We believe that this will be a critical tourist stop for every family visiting the New York area.”

The store will be opening in the middle of this month, unfortunately missing the holiday shopping season, but still making time for holiday breaks and tourism.

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