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12/01/2021

Toys"R"Us Opening Global Flagship This December

The Giraffe is coming back in a big way this holiday season. Get the details.
Jamie Grill-Goodman
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Toys"R"Us plans to open its first U.S. flagship store at American Dream mall in New Jersey by mid-December.

The Giraffe is coming back in a big way this holiday season.

Toys"R"Us plans to open its first U.S. flagship store at American Dream mall in New Jersey by mid-December.

The first U.S. Toys"R"Us flagship store will be a two-level retail concept that spans 20,000 square feet and features new branded elements like Geoffrey's Café and ice cream parlor, a two-story slide and more. Visitors can also shop, meet Geoffrey the Giraffe, and see product demonstrations.

[See also: Geoffrey the Giraffe of Toys"R"Us Joins the Blockchain]

Located within steps of Nickelodeon Universe Theme Park and DreamWorks Water Park, the new flagship is at the epicenter of American Dream.

"American Dream is a one-of-a-kind unrivaled retail center featuring massive entertainment experiences that make it an ideal destination for families. Debuting our first Toys"R"Us flagship here is a no-brainer," said Yehuda Shmidman, WHP Global and Toys"R"Us Chairman and CEO. "The Toy"R"Us brand is big and growing fast. Today we have over 900 stores and e-commerce sites operating across 25 countries outside the USA, and now our USA expansion plans are in high gear, propelling us into the next chapter of growth for our global brand."

When it opens in mid-December with extended holiday hours, the Toys"R"Us flagship at American Dream will mark the return of the first standalone flagship store of the iconic toy brand in the USA.  This comes on the heels of Toys"R"Us opening its digital flagship store this year together with Macy's and with over 400 Toys"R"Us shop-in-shops slated to open inside Macy's stores nationwide starting in 2022.

"American Dream is a world-class destination with one-of-a-kind experiences and first-to-market entertainment/retail concepts, designed to delight a multi-generational audience," said Don Ghermezian, CEO of American Dream. "Toys"R"Us sparks the same feeling of joy across multiple age groups. This powerful brand is the perfect addition to American Dream's all-star lineup of entertainment properties and attractions. We're thrilled to partner with WHP Global and Toys"R"Us to bring this project to life."