Toy market news

Toys ‘R’ Us to open two-story flagship store at American Dream

Geoffrey the Giraffe is planting his flag in a new location that could signal the true rebirth of Toys “R” Us as a major American toy store

WHP Global - the parent company of the Toys “R” Us (TRU) and Babies “R” Us brands - confirmed the swirling buzz that its first TRU flagship location will open its doors at the American Dream retail and entertainment center in Bergen County, New Jersey. The sprawling, two-level store with a slide, cafe, and ice cream parlor will open in mid-December just steps from the Nickelodeon Universe Theme Park and DreamWorks Water Park inside the American Dream.

The TRU flagship is a 20,000 square-foot experiential retail concept that WHP says “will be reminiscent of the beloved toy store customers know and love.”

Geoffrey recently made an appearance in the Macy’s Thanksgiving Day Parade signaling the official start of TRU’s partnership with Macy’s. This fall, TRU x Macy’s launched an e-commerce experience that will expand next year with the addition of TRU store-within-a-store departments in more than 400 Macy’s locations.