Toys ‘R’ Us attempts another revival with new location at American Dream
Iconic toy store Toys “R” Us is attempting another revival with a new brick-and-mortar store at the American Dream megamall.
The New Jersey-based company is hoping to seize on the back-to-school season ahead of a new partnership with Macy’s.
A back-to-school-themed meet and greet with Toys “R” Us mascot Geoffrey the Giraffe attracted dozens of families to the East Rutherford mall. Part of the afternoon was spent teaching the kids the Toys “R” Us jingle that was popular in the 1980s and 1990s.
Toys “R” Us closed 800 retail locations four years ago due to financial struggles. There was a mini comeback two years ago, but those stories closed as well.
Now, at a mall that prides itself on attractions, the Toys “R” Us location may be the biggest draw.
“All [my son] cared about the whole time we were at Nickelodeon [Universe] was going to Toys ‘R’ Us. That’s all he wanted to do all day,” says Justin Adomitis, of Massachusetts. “He saw his Ninja Box, got his Ninja Box, and now what do you want to do when we go back to the hotel? Play with what? Ninja Box.”
“To see them back and doing events is kinda makes me happy, makes me feel like a kid,” says Bronx resident Pablo Sepulveda.
American Dream can use the boost to help with its financial struggles, which have been widely reported. Gov. Phil Murphy gave American Dream his endorsement just this month.