Toys “R” Us opens new store in New Jersey’s American Dream Mall in mid-December

EAST RUTHERFORD, New Jersey – Toys “R” Us opens a new store about a year after a planned relaunch of its brick and mortar presence failed.

The retailer’s parent company, WHP Global, announced it will open a store in New Jersey’s American Dream Mall in mid-December. In a press release, the company said the 20,000-square-foot, two-story location “is reminiscent of the beloved toy store customers know and love,” and includes an ice cream parlor, multi-level roller coaster, and, of course, rows of toys for purchase.

It will be the only independent site for the major brand in the United States at the moment.

Toys “R” Us announced in August that they will open “shop-in-shops” at 400 Macy’s locations from next year. And its website remains in operation, as do about 900 stores abroad.

Like other retailers, Toys “R” Us has been hurt by changing consumer habits with more people shopping online or in major stores, including Walmart and Target. The pandemic only catalyzed these trends.

The reopening of Toys “R” Us may come too late to increase revenue for this year as it opens at the end of the Christmas shopping season. But its arrival may be welcome for last-minute shoppers and also helps bring more pedestrian traffic to American Dream, which finally opened in October 2020. The 3 million-square-foot property has an indoor theme park with more than 35 rides, roller coasters and attractions and a water park.

New York-based WHP acquired Toys “R” Us from Tru Kids Inc. in March 2021, after Tru Kids’ plans to open about a dozen independent smaller stores across U.S. malls failed. Instead, the company opened only two locations – one in New Jersey and another in Texas at the end of 2019. Both closed in early 2021, with the company blaming Covid-19.

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