Toys “R” Us opens a new store… once again – .

Toys “R” Us opens a new store… once again – .

The retailer’s parent company, WHP Global, announced the opening of a store in the American Dream Mall in New Jersey 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 that customers know and love,” and includes an ice cream parlor, multi-level slide and , of course, rows of toys for purchase.

This will currently be the legendary brand’s only standalone location in the United States.

Toys “R” Us announced in August the opening of “shop-in-shops” in 400 Macy’s stores starting next year. And its website remains operational, as do around 900 stores abroad.

Like other retailers, Toys ‘R’ Us has been affected by changing consumer habits, with more and more people shopping online or at big box stores, including Walmart (WMT) and Target (TGT). The pandemic has 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 holiday shopping season. But its arrival could be welcome for last-minute shoppers and also help increase foot traffic to American Dream, which finally opened in October 2020. The 3 million square foot property has a theme park. interior with more than 35 rides, roller coasters and attractions and a water park.
New York-based WHP bought Toys “R” Us from Tru Kids Inc. in March 2021, after Tru Kids’ plans to open a dozen small, stand-alone stores in US malls were unsuccessful. Instead, the company only opened two sites – one in New Jersey and another in Texas in late 2019. Both closed in early 2021, with the company blaming Covid-19.


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