The parent company of toy retailer, WHP Global, announced on Wednesday that it will open a 20,000 square foot, two-level Toys R Us store at the American Dream mega-mall in New Jersey mid-month this month, which will operate for several years. extended hours. for the rest of the holiday season.
In addition to a variety of toy and play product brands, WHP said the location will offer experiences for children, including a double-decker slide. There will also be a café and an ice cream parlor. The store will be located near the Nickelodeon Universe Theme Park and DreamWorks Water Park at the American Dream, adding it to a list of the property’s experiential offerings, which can be found in a separate wing from the retail stores. .
The announcement comes after WHP relaunched the Toys R Us website through a partnership with Macy’s in August. It is also set to open more than 400 Toys R Us stores in Macy’s department stores starting next year.
In January, the last two remaining Toys R Us stores in the United States closed as shoppers’ visits to shopping malls declined during the health crisis. WHP entered the scene in March, when it acquired the toy brand and promised it would reopen elsewhere in the future.
The store opening at the American Dream Mall is scheduled for the end of the holiday shopping season, so Toys R Us has already missed the early rush of shoppers buying gifts. But the location could become a destination for procrastinators who finish their gift shopping in the final days leading up to Christmas. It might also appeal to parents looking for an activity to do with their children during winter school holidays.
“Families will be coming to visit us because American Dream is a daytime destination,” said Yehuda Shmidman, founder of WHP. “We believe this will be a critical tourist stopover for every family visiting the New York area. “
American Dream continues to prove that it can be a trusted retail destination. The mega-mall competes with other New Jersey malls such as Westfield Garden State Plaza and Paramus Park Mall. The pandemic has also postponed some remaining construction work and the opening of stores on the property.
There was a surge of visitors after Thanksgiving. Buyer traffic to American Dream increased 245% on Black Friday compared to an average benchmark for traffic since November 1, 2020, according to a Placer.ai tracker. And visits rose another 218% on Saturday, Placer.ai said. (Placer.ai said it was using a baseline rather than year-over-year comparisons because the property hasn’t been fully open for so long.)
“The world knows every missile has been fired at their heads, not least Covid,” Shmidman said of American Dream developers, Triple Five Group. “But it doesn’t matter. These guys are persistent. … We are very impressed with the vision and the courage. “
Outside of the United States, WHP operates approximately 900 Toys R Us stores around the world. His other portfolio companies include denim retailer Joe’s Jeans, womenswear brand Anne Klein and bespoke menswear maker Joseph Abboud.