The iconic toy retailer on 19 December opened a two-level, 20,000sq ft store at American Dream, the massive, three million square foot plus entertainment and retail centre in East Rutherford, New Jersey.

Billed as a global flagship, the new outpost features some 10,000 items, merchandised by brand or play pattern (dolls, arts and crafts, etc.) The store combines signature elements that have long been associated with the retailer, including its Geoffrey the Giraffe mascot, with such new elements, as Geoffrey’s Café and ice cream parlour and a two-storey slide (both of which will open in the new year).

The new Toys “R” Us also features stations where kids can play and other interactive experiences, and product demonstrations. The American Dream store is Toys “R” Us’ only confirmed US location. But the brand is getting ready to make its debut with in-store shops at some 400 Macy’s stores in 2022.

Toys “R” Us is owned by WHP Global, which acquired Tru Kids Inc., parent company to the Toys “R” Us, Babies “R” Us, Geoffrey the Giraffe brands, and more than 20 related consumer toy and baby brands, in March. WHP also owns Anne Klein, Joseph Abboud, Joe’s Jeans, William Rast and Lotto.