If you know the catchy Toys “R” Us theme song by heart and consider yourself a Toys “R” Us kid, than you can rejoice in sharing that same toy store magic with your kids at the new flagship store opening this weekend at American Dream in East Rutherford. The toy chain closed all its United States retail locations in 2018, but now with new owners, the company (which has 900 worldwide stores) is back in the US with its first flagship store. Thinking of checking out the new store when it opens this weekend? We got an advance look at what to expect.
The two-story flagship store has set up shop in a prime location at American Dream, directly across from Nickelodeon Universe and IT’SUGAR. With 20,000 square feet of store to explore, the space is chock-full of the most popular toys, but also building blocks, board games, books and any other toy your kid can dream of. Somehow seeing all these toys in person is way more impressive than making a wish list online.
Toys “R” Us is tapping into that tangible experience, with multiple pop-up demos of toys like Marvin’s Magic tricks and yo-yos. Your kids will get to try out some of the fun stuff before purchasing, and these hands-on experiences make this space extra special. That, and the two-story slide that is slated to open early in 2022, which will allow kids to go up and down between the two levels of the store in the most fun way possible.
Fun is really what it’s all about. We got a chance to talk to Teaneck native Yehuda Shmidman, the CEO of WHP Global, owner of Toys“R”Us brand, about bringing this beloved store back now. “It couldn’t come soon enough, and to be at American Dream is a no brainer,” said Shmidman. “We’re coming off the heels the pandemic, was there ever a time to bring back happiness into the world? You can’t put a price on happiness. I grew up going to the Toys “R” Us on Route 4 and I remember clear as day those primary colors, the orange and blue and red, showing up at the store looking up at the ceiling and thinking I didn’t know that there were that many toys in the world. That magic, bringing that back, that’s what fuels us.”
While you are in the store, you’ll get to walk up the multi-colored staircase which has the lyrics to the famous theme song, and over the in-store radio you’ll often hear the catchy new version of the jingle remixed by DJ Khaled. If you’re lucky, you’ll spot the chain’s famous mascot Geoffrey walking around and maybe even stocking the shelves or serving up some treats at Geoffrey’s Cafe, a grab-and-go snack bar with drinks and soft serve ice cream.
The flagship store is the first of many that are planned, with 400 stores opening inside Macy’s over the next year. To keep updated on the grand opening, store hours and more, visit toysrus.com and follow @toysrus on Instagram, Twitter, Facebook and TikTok.