Is Toys R Us making a comeback? Keep an eye on American Dream

Could Toys R Us be making a comeback at American Dream? 

During a press tour of the 3.3 million-square-foot supermall in East Rutherford, American Dream and Triple Five's Chief Creative Officer Ken Downing hinted that the toy store will be opening a location.

Downing said an unnamed toy store that "disappeared" is under construction to come back.

"Let's just say a giraffe is working really hard back there," Downing said, pointing to a storefront. Toys R Us has had Geoffrey the Giraffe as a mascot since the 1950s.

A spokesperson for American Dream, however, said the company would not confirm that Toys R Us will be a tenant. 

Toys R Us, formerly headquartered in Wayne, filed for bankruptcy in 2018, closing all stores. In 2019, the company said it was making a retail comeback and opened two stores, including one in the Garden State Plaza in Paramus. Both closed earlier this year. 

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In March, New York-based WHP Global said it had acquired a controlling interest in Tru Kids Inc., the parent company of Toys R Us, Babies R Us, Geoffrey the Giraffe brands and more than 20 established related consumer toy and baby brands.

“Our investment in Toys R Us reflects our belief and passion for the brand. We are thrilled to be taking the reins of the world’s leading toy brand at a time when the category is up 16% and consumer demand for toys is at an all-time high," Yehuda Shmidman, chairman and CEO at WHP, said in a statement about the acquisition. 

Last month the brand announced it would team up with Macy's to open toy shops inside more than 400 department stores across the nation starting in 2022. Websites were also launched where customers can already online at Macys.com/toysrus and toysrus.com.

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The unidentified toy store is expected to open at American Dream in the next six months, Downing said. It will be located in the entertainment wing of the mall across from the Nickelodeon Universe theme park ticket window. 

A message left with Tru Kids was not immediately returned. 

Kristie Cattafi is a local reporter for NorthJersey.com. For unlimited access to the most important news from your local community, please subscribe or activate your digital account today.

Email: cattafi@northjersey.com

Twitter: @KristieCattafi