Nickelodeon has launched a new Nick Shop at the Toys ‘R’ Us flagship in Times Square, New York.

The 1,000-square-foot in-store shop creates an immersive Nickelodeon retail experience with vibrant orange walls and columns covered with stencils of characters from Nickelodeon's hit animated series. The area also features several touchscreens that allow costumers to interact with and explore Nickelodeon content.

In addition to an assortment of Nickelodeon-branded toys, books and DVDs, the new shop also features exclusive New York-branded products such as kids’ and adult apparel, accessories, plush toys, drinkware and home goods featuring characters like Dora the Explorer, Bubble Guppies, Team Umizoomi, Winx Club, SpongeBob SquarePants and Teenage Mutant Ninja Turtles.

"The thousands of kids and families who visit Toys ‘R’ Us Times Square each year are sure to be wowed by this truly unique Nickelodeon shopping experience," says Richard Barry, executive vice president, chief merchandising officer, Toys ‘R’ Us. "Nickelodeon has created some of the most recognizable characters in the world, and we fully expect to hear squeals of delight from young kids when they visit this new environment. In addition to an expanded assortment of Nickelodeon products, we're excited to offer so many exclusive items available only at our international flagship store."