Toys’R’Us Opening Global Flagship at American Dream

The two-story location includes a cafe and ice cream parlor.
License Global

December 1, 2021

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WHP Global, parent company of Toys’R’Us, has announced the upcoming grand opening of a new two-story Toys’R’Us flagship store inside American Dream, an entertainment/retail center in Bergen County, N.J. 

The first U.S. Toys’RUs flagship store will feature a two-level retail concept that spans 20,000 square feet. The store will be reminiscent of the toy store familiar to customers and visitors can shop toy brands, meet Geoffrey the Giraffe, rediscover their love of play with interactive experiences and product demonstrations and enjoy new branded elements like Geoffrey's Café and ice cream parlor, a two-story slide and more.  

"American Dream is a one-of-a-kind unrivaled retail center featuring massive entertainment experiences that make it an ideal destination for families. Debuting our first Toys’R’Us flagship here is a no-brainer," says Yehuda Shmidman, chairman and chief executive officer, WHP Global and Toys’R’Us. "The Toy’R’Us brand is big and growing fast. 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." 

Opening mid-December, in time for the 2021 holiday shopping season, the Toys’R’Us flagship at American Dream marks the return of the first standalone flagship store in the U.S. This comes on the heels of Toys’R’Us opening its digital flagship store this year together with Macy's and with over 400 Toys’R’Us shop-in-shops slated to open inside Macy's stores nationwide starting in 2022. 

"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," says Don Ghermezian, chief executive officer, American Dream. "Toys’R’Us sparks the same feeling of joy across multiple age groups. This powerful brand is the perfect addition to American Dream's all-star lineup of entertainment properties and attractions. We're thrilled to partner with WHP Global and Toys’R’Us to bring this project to life." 

The Toys"R"Us flagship at American Dream will open its doors in mid-December with extended holiday hours.  

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