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Toys R Us plans to open a flagship store in the American Dream in East Rutherford, New Jersey in mid-December. The rendering of the website is shown in the picture. (Photo provided by WHP Global) Photo provided by WHP Global

Staten Island, New York — Toys R Us, a well-loved U.S. children’s brand with a long history, filed for bankruptcy in 2017 and liquidated more than 700 U.S. stores. Due to increasing debt, it now has new investors and It is making a massive comeback just a few weeks before Christmas.

When the store’s parent company WHP Global announced the opening of a two-story global flagship store in the American Dream Superstore in East Rutherford, New Jersey, it was time for the brand to return to the physical retail market.

"The American Dream is a unique retail center with a rich entertainment experience and an ideal destination for families. Launching our first Toys R Us flagship store here is a breeze," Chairman and Chairman of WHP Global and Toys R Us CEO Yehuda Shmidman said. "The Toys R Us brand is large and growing rapidly. Today, we have more than 900 stores and e-commerce sites in 25 countries/regions outside the United States, and now our U.S. expansion plan is accelerating, pushing us into our global brand The next chapter of growth."

This new 20,000-square-foot store will open in mid-December and will complement the American Dream: The store is just steps away from the Nick Universe theme park and DreamWorks Water Park, and is "designed for kids of all ages." There will also be a coffee shop and ice cream shop-and a two-story slide. The new website is designed to be reminiscent of the traditional Toys R Us store, and will provide a series of toy brands and interactive experiences, and will allow customers to meet the store’s mascot, Jeffrey, the giraffe.

Toys R Us was formerly owned by Tru Kids and has tried to make a comeback before opening several pop-up stores before being completely paralyzed by the coronavirus (COVID-19) pandemic. At that time, it only existed as an online entity. The store was supported by a large retailer Target for a period of time, and then redirected sales to Amazon.

Earlier this year, Toys RU opened a digital flagship store together with Macy's, and subsequently released a flagship store. Starting in 2022, more than 400 Toys R Us store-in-shops will be opened in Macy's stores.

"The American Dream is a world-class destination with a unique experience and first-to-market entertainment/retail concept, designed to please multiple generations of audiences," said Don Ghermezian, CEO of American Dream. "Toys R Us inspires the same sense of happiness at multiple ages. This powerful brand is the perfect complement to the American Dream’s All-Star entertainment venues and attractions lineup. We are very happy to collaborate with WHP Global and Toys R Us to bring this The project becomes a reality."

For the latest information on the flagship grand opening and new store openings in 2022, please visit toysrus.com and follow @toysrus on Instagram, Twitter, Facebook and TikTok.

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