Toys ‘R’ Us to open new flagship store after already going bankrupt

Photo (c) ermingut – Getty Images

With how to file bankruptcy and liquidation behind it, Toys “R” Us is hoping to open its first returning store – a 20,000-square-foot, two-level flagship location in the American Dream megacentre 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 recall the brand consumers know and love, featuring Geoffrey the Giraffe, interactive experiences and product demonstrations. New to the scene are add-ons like Geoffrey’s Café and Ice Cream Shop and a two-story slide.

“American Dream is a one-of-a-kind retail hub offering massive entertainment experiences that make it a great destination for families. Launching our first Toys “R” Us flagship product here is a no-brainer, “said Yehuda Shmidman, Toys Chairman and CEO of” R “Us.

“The Toy ‘R’ Us brand is large and growing rapidly. Today, we have over 900 stores and ecommerce sites operating in 25 countries outside of the United States, and now our plans for expansion in the United States are in high gear, propelling us into the next chapter of growth for our global brand. “

Toys “R” Us deal with Macy’s still ongoing

WHP Global, owner of Toys’ R ‘Us’, announced earlier this year that the company will open more than 400 Toys’ R’ Us stores in Macy’s stores nationwide starting in 2022. Sales expert Retail notes that while those locations pale in comparison to the company’s previous 700 big box stores before its collapse, the deal with Macy’s puts it back in the mix for toy-seeking consumers.

“The partnership with Macy’s gives the Toys R Us brand more geographic depth but less direct contact with customers”, wrote Ben Unglesbee from Retail Dive. “Toys R Us’ merchandising and in-store operations are primarily driven by Macy’s, which envisions increased sales in the toy category by housing an iconic toy retail brand. “

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