Toys R Us to open a new store

Toys “R” Us announces plans to open its first flagship store in the United States at American Dream. (Global WHP)

BERGEN COUNTY, NJ (NEXSTAR) – Miss walking into that big Toys R Us store, with an “R” back in the signage, and seeing more toys than your eyes might think? You’ll soon be able to get that feeling back, with new features including an ice cream parlor and double-decker slide.

Toys R Us will open a new two-story flagship store at American Dream, an entertainment / retail hub in Bergen County, New Jersey, the retailer’s parent company, WHP Global has announced.

Spanning 20,000 square feet, the flagship store will “be reminded of the beloved toy store that customers know and love.” It will offer various brands of toys, the chance to meet the store mascot Geoffrey the giraffe, interactive experiences and product demonstrations.

New items will include Geoffrey’s Café, ice cream parlor, double-decker slide, and additional features not yet released. American Dream is already home to two other entertainment features for adults and children, including the Nickelodeon Universe theme park and DreamWorks water park.

If you’re ready to plan your trip to the new store, you won’t have to wait long. WHP Global notes that the new store will open in mid-December. This is the first standalone flagship store to return to the United States

In August, Macy’s and Toys R Us announced a partnership bringing the toy retailer to 400 Macy’s stores nationwide in 2022. You can also purchase the partnership online at

Toys R Us currently has more than 900 stores and e-commerce sites in 25 countries outside the United States, according to Yehuda Shmidman, president and CEO of WHP Global and Toys R Us. WHP Global, a brand management company based in New York, acquired a majority stake at Tru Kids, the parent company of the Toys R Us and Babies R Us brands, in early 2021.

Toys R Us, which declared bankruptcy in 2017 with $ 7.9 billion in debt, briefly opened pop-up stores in 2019 before closing them when the company was acquired by WHP Global.

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