Toys R Us Tests Retail Again, Launches Flagship Store at American Dream

Toys R Us is taking another shot at opening up a store in the United States after its comeback plans were thwarted earlier this year due to the coronavirus pandemic. The toy retailer’s parent company, WHP Global, said Wednesday that it will open a two-level, 20,000-square-foot Toys R Us location at the American Dream megamall in New Jersey in the middle of this month, which will operate on extended hours for the remainder of the holiday season. The announcement comes after WHP relaunched Toys R Us’ website though a partnership with Macy’s in August. It’s also on track to open over 400 Toys R Us shop-in-shops in Macy’s stores beginning next year.

Total Retail's Take: The retail brand is once again giving it a go with physical retail here in the United States. The timing of the announcement is somewhat curious as one might have expected the store to open earlier in the holiday season, particularly in a year when so many consumers are shopping early for their gifts in light of well-publicized supply chain disruptions. In addition, it will be interesting to see if Toys R Us' new management has learned from the previous failures of the retailer's owners. Specifically, making Toys R Us more than just a place to buy product, but also a place where kids and families can come to have fun experiences. It appears they have taken the latter into consideration, particularly given the store's location in the tourist-friendly American Dream mall just outside of Manhattan.

“Families will come to visit because American Dream is a destination for the day,” said Yehuda Shmidman, founder of WHP. “We believe that this will be a critical tourist stop for every family visiting the New York area.”