Neil Saunders, managing director of consultancy GlobalData Retail, said Toys R Us remains a popular brand that he believes can have success with physical stores. The mall's 300,000-square-foot luxury retail wing, The Avenue, opened in September after a year's delay.Īn exact date of the Toys R Us grand opening hasn’t been revealed, but Shmidman said he expects the store to open before Christmas. The giant complex was forced to close five months later amid the start of the pandemic. It reopened in October 2020, but some expansion plans were delayed.
The mall also has flagship locations for Aritzia, H&M, Primark, Uniqlo, Sephora and Zara.Īmerican Dream took nearly two decades to become a reality the first phase opened in October 2019. Watch Video: Luxury stores open The Avenue at American Dream Other attractions at the mall include Legoland Discovery Center, Sea Life Aquarium and Big Snow Ski Hill. The toy store is near Nickelodeon Universe Theme Park and DreamWorks Water Park. “Toys“R”Us sparks the same feeling of joy across multiple age groups,” Ghermezian said in the statement. Toys R Us has had Geoffrey as a mascot since the 1950s.Īmerican Dream CEO Don Ghermezian said in a statement that Toys R Us is the “perfect addition” to the mall’s lineup of entertainment and attractions. "Let's just say a giraffe is working really hard back there," Downing said. In September, during a press tour of the 3.3 million square foot supermall in East Rutherford, American Dream and Ken Downing, chief creative officer of mall developer Triple Five, hinted that the toy store would be opening a location,, part of the USA TODAY Network, reported.ĭowning said an unnamed toy store that "disappeared" was under construction to come back. Toys R Us’ announcement about opening at American Dream, the country’s second-biggest mall, doesn’t come as a complete surprise. Toys R Us ‘perfect addition’ to American Dream megamall “We're just trying to bring it back to America and we're trying to do it with a modern-day distribution.” “I don't believe that Toys R Us needs a turnaround as a brand because the brand is awesome,” Shmidman said during an interview with USA TODAY. While he acknowledges the brand’s previous business model led to restructuring, Shmidman said his company wasn't trying to change what Toys R Us founder Charles Lazarus created. Shmidman said his career has been about “trying to rescue brands from tough situations” and “bringing them back to consumers.”
There are more than 900 Toys R Us stores globally with locations in 25 countries. In March, New York-based WHP Global, a brand management company, became the new owner when it acquired a controlling interest in Tru Kids, the former parent company of Toys R Us, Babies R Us and Geoffrey the Giraffe brands. In 2019, the company reemerged with new management and opened two pop-up stores – one in Garden State Plaza in Paramus, New Jersey, and another in Houston. ►Supply chain disruptions: FTC orders Walmart, Amazon, Kroger and more to turn over information on empty shelves, high prices
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►How many days until Christmas?: Count down with Advent calendars full of toys, booze and candy Toys R Us filed for bankruptcy in 2017 and closed all of its U.S. This is the second effort to revive the toy brand in recent years. "This is going to be our largest format store in America." "Toys R Us is back and it's back in a mega way," Yehuda Shmidman, WHP Global and Toys R Us chairman and CEO, told USA TODAY. The two-level store is scheduled to make its debut in mid-December in time for last-minute holiday shoppers. flagship store at the American Dream mall in New Jersey complete with a two-story slide, an ice cream parlor and more than 10,000 toys. Under new ownership, Toys R Us is opening a U.S. Shoppers of all ages will soon get another chance to be a Toys R Us kid. Watch Video: Macy's and Toys R Us team up to place toy shops in 400 stores
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