Toys R Us Flagship Store Coming To New Jersey's American Dream

EAST RUTHERFORD, NJ — Twenty-thousand square feet of toys will be coming to Bergen County just in time for the holiday shopping season.

Toys R Us will open a new two-story flagship store at American Dream in East Rutherford in mid-December, WHP Global, the Toys R Us parent company, announced on Wednesday.

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The first U.S. Toys R Us flagship store will feature a modern two-level retail concept that spans 20,000 square feet, the company said. That includes a blend of the familiar, but also new branded elements, like Geoffrey's Café and ice cream parlor and even a two-story slide.

"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," said Yehuda Shmidman, WHP Global and Toys R Us chairman and CEO.

Opening mid-December, the Toys R Us flagship at American Dream marks the return of the first standalone flagship store. This comes on the heels of the store 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.

The Toys R Us footprint shrunk in recent years, including in New Jersey, but has seen a bit of a resurgence recently.

"The Toy“R”Us brand is big and growing fast," said Shmidman. "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."

Toys R Us has previously had a big presence in the area, with the company keeping its headquarters in Wayne Township. But that headquarters was sold in 2019 for just $19 million despite being valued at $94 million.