Toys R Us is coming back and New Jersey will lead the way. Shuttered in 2017, the famous toy brand is back. The flagship store will be at the American Dream Mall, but the retailer also announced it will offer stores-in-stores in Macy’s across America, including one in the Ocean County Mall in Toms River.

WHP Global, parent company of Toys”R”Us, announced the forthcoming grand opening of a new two-story Toys”R”Us flagship store inside American Dream, the unmatched entertainment/retail center in Bergen County, New Jersey.

Designed for ‘Toys”R”Us kids’ of all ages, the first U.S. Toys”R”Us flagship store will feature a modern two-level retail concept that spans 20,000 square feet. The flagship will be reminiscent of the beloved toy store customers know and love, as 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 and DreamWorks Water Park, the new flagship is at the epicenter of American Dream’s premiere entertainment, shopping and dining experiences.

“American Dream is a one-of-a-kind unrivaled retail center featuring massive entertainment experiences that make it an ideal destination for families. Debuting our first Toys”R”Us flagship here is a no-brainer,” said Yehuda Shmidman, WHP Global and Toys”R”Us Chairman and CEO. “The Toy”R”Us brand is big and growing fast. Today we have over 900 stores and e-commerce sites operating across 25 countries outside the USA, and now our USA expansion plans are in high gear, propelling us into the next chapter of growth for our global brand.”

Opening mid-December, just in time for the 2021 holiday shopping season, the Toys”R”Us flagship at American Dream marks the return of the first standalone flagship store of the iconic and beloved toy brand in the USA. This comes on the heels of Toys”R”Us opening its digital flagship store this year together with Macy’s and with over 400 Toys”R”Us shop-in-shops slated to open inside Macy’s stores nationwide starting in 2022.

“American Dream is a world-class destination with one-of-a-kind experiences and first-to-market entertainment/retail concepts, designed to delight a multi-generational audience,” said Don Ghermezian, CEO of American Dream. “Toys”R”Us sparks the same feeling of joy across multiple age groups. This powerful brand is the perfect addition to American Dream’s all-star lineup of entertainment properties and attractions. We’re thrilled to partner with WHP Global and Toys”R”Us to bring this project to life.”

Phil Stilton Latest posts

Phil Stilton is the Editor and Publisher of Shore News Network, an independent digital newsroom providing original reporting on New Jersey, national news, government, public policy, public safety, courts, and community affairs.

As founder of the publication, Stilton leads editorial strategy, investigative reporting, and daily newsroom operations while overseeing coverage that reaches millions of readers annually.

With extensive experience covering municipal government, county government, state legislatures, elections, law enforcement, emergency management, and public records, Stilton specializes in translating complex government actions into clear, factual reporting. His work frequently relies on primary source documents, including court filings, legislation, public meeting records, election finance disclosures, government databases, police reports, and Freedom of Information and Open Public Records Act (OPRA) requests. He has reported extensively on local government accountability, taxpayer spending, campaign finance, public corruption investigations, infrastructure, public safety, and the policies affecting New Jersey residents.

Under Stilton's editorial leadership, Shore News Network has grown into one of New Jersey's largest independent digital news organizations, publishing thousands of original news articles each year while providing breaking news coverage, investigative reporting, and analysis across state and local government. The publication's reporting is routinely sourced from official government agencies, public officials, court records, and firsthand documentation, with a commitment to transparency, attribution, corrections when warranted, and clearly distinguishing factual reporting from opinion.

Stilton's journalism follows established newsroom standards emphasizing accuracy, verification, fairness, and accountability. Every effort is made to verify information through official records and multiple reliable sources before publication. His reporting is intended to provide readers with timely, well-documented information that helps them understand the issues affecting their communities, while maintaining editorial independence from political parties, government agencies, advocacy organizations, and commercial interests.

Readers can submit story tips, corrections, public records, or media inquiries through the official Shore News Network website or its verified social media channels. Shore News Network welcomes corrections and updates when new information becomes available as part of its ongoing commitment to accurate and transparent journalism.