Is Toys R Us Opening Again
- Toys R United states is welcoming a new generation of kids with its new flagship store at American Dream mall.
- Macy's and Toys R Us are teaming upward to open up 400 toy shops inside Macy's stores starting in 2022.
- The new Toys R U.s.a. flagship is fix to open up in mid-December in time for last-minute holiday shoppers.
Shoppers of all ages will shortly get another chance to exist a Toys R The states kid.
Under new buying, Toys R Us is opening a U.Due south. flagship store at the American Dream mall in New Jersey complete with a ii-story slide, an ice cream parlor and more 10,000 toys.
The two-level store is scheduled to make its debut in mid-Dec in time for final-minute holiday shoppers.
"Toys R Us is back and information technology's back in a mega way," Yehuda Shmidman, WHP Global and Toys R U.s.a. chairman and CEO, told U.s. TODAY. "This is going to exist our largest format store in America."
This is the second effort to revive the toy brand in contempo years. Toys R Us filed for bankruptcy in 2017 and closed all of its U.Due south. stores the next year.
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In 2019, the company reemerged with new management and opened 2 pop-up stores – i in Garden Country Plaza in Paramus, New Bailiwick of jersey, and another in Houston. Those stores closed earlier this year.
In March, New York-based WHP Global, a brand direction company, became the new owner when it acquired a controlling interest in Tru Kids, the former parent company of Toys R Usa, Babies R Usa and Geoffrey the Giraffe brands. There are more than than 900 Toys R U.s. stores globally with locations in 25 countries.
Shmidman said his career has been about "trying to rescue brands from tough situations" and "bringing them dorsum to consumers."
While he acknowledges the brand's previous business organisation model led to restructuring, Shmidman said his company wasn't trying to change what Toys R Us founder Charles Lazarus created.
"I don't believe that Toys R Usa needs a turnaround every bit a brand because the brand is awesome," Shmidman said during an interview with USA TODAY. "We're but trying to bring information technology dorsum to America and nosotros're trying to do it with a modern-twenty-four hours distribution."
Toys R Us 'perfect addition' to American Dream megamall
Toys R The states' proclamation nigh opening at American Dream, the country's second-biggest mall, doesn't come as a complete surprise.
In September, during a printing tour of the 3.three million square foot supermall in Due east Rutherford, American Dream and Ken Downing, chief creative officeholder of mall developer Triple Five, hinted that the toy store would be opening a location, NorthJersey.com, part of the United states TODAY Network, reported.
Downing said an unnamed toy store that "disappeared" was under construction to come up back.
"Let'due south just say a giraffe is working really hard back there," Downing said. Toys R Us has had Geoffrey as a mascot since the 1950s.
American Dream CEO Don Ghermezian said in a statement that Toys R U.s. is the "perfect add-on" to the mall's lineup of amusement and attractions.
"Toys"R"United states of america sparks the same feeling of joy across multiple age groups," Ghermezian said in the argument.
The toy store is near Nickelodeon Universe Theme Park and DreamWorks Water Park. Other attractions at the mall include Legoland Discovery Eye, Sea Life Aquarium and Big Snow Ski Colina.
The mall also has flagship locations for Aritzia, H&Grand, Primark, Uniqlo, Sephora and Zara.
American Dream took well-nigh two decades to become a reality; the first phase opened in October 2019. The behemothic complex was forced to close five months after amid the start of the pandemic. It reopened in October 2020, but some expansion plans were delayed.
The mall's 300,000-square-pes luxury retail fly, The Avenue, opened in September after a year'south delay.
An exact engagement of the Toys R United states thousand opening hasn't been revealed, but Shmidman said he expects the store to open before Christmas.
Neil Saunders, director of consultancy GlobalData Retail, said Toys R Us remains a popular brand that he believes tin can have success with concrete stores.
"Opening in American Dream is sensible as the mall will concenter a lot of family unit shoppers who are potential customers," Saunders told U.s. TODAY. "The development of the format to include things like experiences and an ice foam store is on betoken every bit it gives people reasons to visit over and to a higher place simply buying products."
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Macy's Toys R Us shops coming in 2022
The announcement about the pre-Christmas flagship opening comes days after Geoffrey appeared in the Macy's Thanksgiving 24-hour interval Parade for the outset fourth dimension.
It as well follows news that Toys R Us is opening toy shops in 400 Macy'south stores in the U.South. starting next year. Toys R Usa launched an online store on Macy's website in Baronial and brought dorsum its classic vacation toy book with the department shop this year.
A list of the Macy'south locations getting the Toys R The states shops is not yet bachelor, Shmidman said, calculation that the company is monitoring location requests posted on social media.
Ahead of the holidays and before the toy shops open, Macy'south has added more than toys to stores that include Geoffrey displays.
Macy's Inc. Chairman and CEO Jeff Gennette said during the retailer'due south quarterly earnings call on Nov. 18 that the Toys R United states partnership is meeting expectations and that digital business organization has skyrocketed.
"But the real growth is going to exist in 2022 when we create essentially larger shops in 400 of our stores," Gennette said. "We exercise believe we can be the premier brick-and-mortar destination for toys in America based on the innovation that we want to create, the feel nosotros desire to create, backed up with just a actually robust website."
Shmidman agreed.
"There's been a void in the market place that nosotros're filling once again, of actually providing a beloved ane-stop destination to relish the experience of shopping for kids," he said.
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Contributing: Kristie Cattafi, NorthJersey.com; Associated Press
Follow U.s.a. TODAY reporter Kelly Tyko on Twitter: @KellyTyko. For shopping news, tips and deals, join u.s. on our Shopping Ninjas Facebook grouping.
Source: https://www.usatoday.com/story/money/shopping/2021/12/01/toys-r-us-store-american-dream-mall/8810638002/
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