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Toys ‘R’ Us to open new flagship store after previously suffering bankruptcy

The company’s deal with Macy’s should pump up the company’s bottom line

Toys
Photo (c) ermingut - Getty Images
With bankruptcy and liquidation behind it, Toys “R” Us hopes to open up its first comeback store -- a two-level, 20,000-square-foot flagship location at the American Dream megamall in Bergen County, New Jersey. The store is scheduled to open in mid-December, just in time for Christmas.

The company’s new store was designed to be reminiscent of the brand consumers know and love, complete with Geoffrey the Giraffe, interactive experiences, and product demonstrations. New to the scene are add-ons like Geoffrey's Café and ice cream parlor and a two-story slide.

"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, 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."

Toys "R" Us’ deal with Macy’s still happening

WHP Global, Toys ‘R’ Us’ owner, announced earlier this year that the company will open over 400 Toys “R” Us shop-in-shops inside Macy's stores nationwide starting in 2022. One retail expert notes that while those locations will pale in comparison to the company’s previous 700 big-box stores prior to it collapsing, the deal with Macy’s puts it back in the mix for consumers looking for toys.

“The partnership with Macy's gives the Toys R Us brand more geographic depth yet less direct contact with customers,” wrote Retail Dive’s Ben Unglesbee. “The merchandising and operations for the Toys R Us store-in-stores is mostly driven by Macy's, which is eyeing expanded sales in the toy category through housing an iconic toy retail brand.”

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