Call it two or three takes for Toys R Us, which will once return from the ashes to open a new store in mid-December, occupying two floors at the American Dream mega mall in East Rutherford.
Parent company WHP Global announced its upcoming grand opening on December 1. The 20,000-square-foot store will feature a coffee shop, ice cream parlor and two-story slide, all within walking distance of American Dream attractions like the Nickelodeon Universe theme. park. and DreamWorks Water Park.
Yehuda Shmidman, lead executive director of WHP Global and Toys R Us, said the launch of the brand’s first flagship store in American Dream was a “no-brainer. “
Worldwide, Toys R Us has more than 900 retail outlets and e-commerce sites operating in 25 countries; however, in the U. S. In the U. S. , the store closed all of its retail outlets in June 2018 after filing for bankruptcy that same year. introduced in 2019 in the end failed and the outlets that opened this era closed in February 2021.
Brand control company WHP Global acquired a majority stake in the logo a month after the return attempt ended.
At the time, Shmidman said his company’s investment in Toys R Us was his “belief and fondness for the brand. “
“We are delighted to take the reins of the world’s leading toy logo at a time when the category is up 16% and customer demand for toys is at an all-time high. This is a selection of herbs for WHP as we can leverage our global network and virtual platform to grow Toys R Us and Babies R Us globally,” Schmidman said in March.
The opening of the flagship comes after the store opened its virtual flagship store this summer with Macy’s, and in the wake of more than 400 Toys R Us outlets opening at the national branch starting in 2022.
“American Dream is a world-class destination with exclusive reporting and leading entertainment/retail concepts, designed to delight a multigenerational audience,” said Don Ghermezian, CEO of American Dream, in a listed statement. “Toys R Us evokes the same sense of joy across age groups. This rugged logo is the best complement to American Dream’s diversity of entertainment homes and attractions. We are delighted to be part of WHP Global and Toys R Us to bring this task to life.
The opening is scheduled for mid-December, no express date has been announced.
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