Toys R Us is making a third attempt to re-launch by opening a new store at the American Dream Mall in New Jersey.
The sudden announcement has the 2-story retail location opening later in December. While a bit late to capitalize on the winter shopping rush, making a comeback amid the holiday season seems fitting for the toy retailer.
"The flagship will be reminiscent of the beloved toy store customers know and love," Toys R Us announced. "Visitors can shop their favorite toy brands, meet Geoffrey the Giraffe, rediscover their love of play with interactive experiences and product demonstrations, and enjoy new branded elements like Geoffrey's Café and ice cream parlor, two-story slide, and more. Located within steps of Nickelodeon Universe Theme Park (NASDAQ: VIAC) and DreamWorks Water Park (NASDAQ: CMCSA), the new flagship is at the epicenter of American Dream's premiere [sic] entertainment, shopping and dining experiences."
Toys R Us has struggled to stay alive after its 2017 bankruptcy forced it to liquidate its US operations. Since then, the company was purchased by WHP Global, which began attempts to re-launch the brand. Initially, a plan was put in place to go with a "shop-in-shop" model in partnership with Macy's (NYSE: M).
Two pilot stores were opened in New Jersey and Texas, though both stores were both closed by 2021. Tru Kids Inc, the WHP subsidiary managing Toys R Us, disclosed that the coronavirus pandemic was the root cause. However, according to the company's recent announcement, Toys R Us still intends to open the 400 other planned "shop-in-shops."
Toys R Us has remained on the market mainly through overseas stores and ecommerce operations. The company's online storefront, formed in a partnership with Target Inc (NYSE: T), has been modestly successful in keeping the brand afloat.