Toys "R" Us will open a global flagship store in mid-December at American Dream, a massive, 3 million-square-foot entertainment and retail center in East Rutherford, N.J. It will be the toy retailer's first store in the U.S. under its new owners.
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.
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, reports Chain store Age.
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.
"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.
“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.