CSA First Look: Toys “R” Us opens at American Dream

Toys “R” Us has officially opened the doors to its first U.S. store under its new owners.

The iconic toy retailer on Dec. 19 opened a two-level, 20,000-sq.-ft. store at American Dream, the massive, three million sq.-ft.-plus entertainment and retail center in East Rutherford, New Jersey.  Billed as a global flagship, the new outpost features some 10,000 items, merchandised by brand or play pattern (dolls, arts and crafts, etc.)

The store combines signature elements that have long been associated with the retailer, including its Geoffrey the Giraffe mascot, with such new elements, as Geoffrey`s Café and ice cream parlor and a two-story slide (both of which will open in the new year).

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RSK: I think you will see more of these open up. They will also become warehousing distribution centers for them as well. The in-shop Macy`s idea is a good concept.