TNI Editorial: Toys R' Us Reopens Store In US, But Is Nostalgia Enough To Save It?!?

Editorial

by Jay Cochran
December 30, 2021

As we have previously reported here on TNI, Toys R' Us re-opened a new 20,000 square feet flagship store right before Christmas inside American Dream, the entertainment/retail center in Bergen County, New Jersey.

Toys R' Us declared bankruptcy and closed all of it's stores here in the US back in 2018. Since then the name has tried to make a return a few different times, all of which failed. WHP Global, who is the current parent company of Toys"R"Us recently announced plans to return with mini-stores featured at Macy's Department stores and then opened this new flagship store which is the first time we have seen anything come remotely close to resembling the Toys R' Us of old.

If you want to take a look at the new store without having to travel to NJ, then check out this tour video which was filmed on the store's opening day by Transformers aficionado Benson Yee:

Now if you had ever been to the old TRU Flagship store which was located at Times Square in NYC, then you will probably notice some similarities between it and this new one.

Like many adult action figure collectors who grew up during Toys R' Us' heyday, I truly hope WHP is successful in bringing back the TRU name in all it's glory. As I watched Ben's video I could certainly see myself feeling a strong sense of nostalgia... for like maybe 5 minutes. Then reality would start to set in. That the products seen on the shelves of this new store is nothing I couldn't find at any Target or Walmart. Hell some of the stuff seen at this new store was years old and often found at discounters because nobody wanted it the first time around.

While the new store looks modern, it seems to me like they are still operating on the same old failed business model that helped cause them to go out of business in the first place. This idea that young kids are still the primary consumer rushing into a store like this to buy stuff. Now I know this is an idea strongly entrenched into the toy industry as a whole, and I am not suggesting a store like Toys R' Us should completely turn it's back on that demographic. Especially around Christmas time, I am sure it's a demographic a store like TRU needs. However basically totally ignoring the ever growing adult action figure collector market which I would argue has become as important to the toy industry if not more so than the kids one is retail suicide IMO.

Setting aside nostalgia, having another toy retailer powerhouse around to try and loosen the grip that Walmart and Target have gotten on the toy industry since TRU initially folded is a good thing, but I just don't see that happening trying to pretend it's the 80's and 90's when so many more kids were into physical toys for longer periods of time than the are today.

Truth is, the number of adult action figure collectors which is a demographic that has continued to grow while the kids consumer market seemingly has shrunk probably still doesn't have the numbers to offset the loss of those kids who now days quickly move on to electronic devices and cell phones to entertain themselves. I doubt the toy industry will ever experience the type of sales it did back in the 80's and 90's, and perhaps the reality is that the market just can't support a chain of large toy stores anymore, but if Toys R' Us and WHP don't do a better job of competing for that adult action figure demographic, which from what I can tell they have put little to no emphasis on, I would say there is no chance of them getting anywhere close to where they once where. Sure they might be able to keep this one store open banking on nostalgia to keep them afloat with a minor presence at Macy's around the holiday's, but I doubt that is going to give them anywhere near the kind of buying leverage they will need to get toy manufacturers to cater to them in any real way, which would be needed to compete with the likes of Walmart, Target and Amazon.

Image 1 of 7

Image 2 of 7

Image 3 of 7

Image 4 of 7

Image 5 of 7

Image 6 of 7

Image 7 of 7

❮ ❯

Comments...

Last 10 comments - ( Read All Posts )

Lord_Scareglow - 2025-09-22 @ 4:36 pm

They can come back and show you how Poo-Poo they are, here in Canada TRU's are like the last ditch stop in toy buying, the prices are horrific and the stocking is dismal, sure if you want a baby car seat or a speak-n-spell, but if you want a Classified or a Legend you can know you'll be disappointed and if you are not for whatever reason you'll be disappointed the figure costs double the price then any other retailer.

Hopfully it's better over there, because here TRU is a joke at best.

rono - 2025-09-21 @ 9:01 pm

Toys R Us has modest departments in a few Dallas area Macy's stores. Very limited merchandise. Dallas/Ft. Worth is the fourth largest market in the US with 8.3 million people. You'd think Toys R Us would recognize the potential.

Count88 - 2025-09-21 @ 4:33 pm

It is truly a great day to see Toy's R US back. Some of my best childhood memories was going there and being mesmerized by all of the toys there.

ThoBro - 2025-09-20 @ 5:12 pm

Seems like they're out of the adult collector market, thankfully. Not that I don't want them to succeed, but I don't want another retailer holding our toys hostage.

Goldbug - 2025-09-20 @ 12:37 pm

Yep coming back slightly larger than KB Toys in a mall setting.https://www.nbcchicago.com/news/local/toysrus-opening-new-13000-square-foot-store-in-suburban-mall/3825277/

JayC - 2023-11-16 @ 10:42 pm

WHP Global ("WHP" or the "Company"), parent company of Toys"R"Us, announced today the location of its second U.S. flagship store at Mall of America, the largest shopping and entertainment destination in North America. Set to open just before Thanksgiving, this marks the first flagship store in partnership with Go! Retail Group with additional flagship locations opening next year."After the success we've experienced with our first flagship at American Dream and shops inside Macy's, bringing Toys"R"Us to Mall of America was a must. There is the perfect mix of entertainment and retail that makes it a highly trafficked go-to-destination for families year-round," said Jamie Uitdenhowen, Executive Vice President of Toys"R"Us at WHP Global. "I'm thrilled to open our first flagship with our new partners at Go! Retail Group as we continue to expand the Toys"R"Us brand through new concepts and to new locations around the world."

The new Toys"R"Us flagship store at Mall of America spans over 11,000 square feet and offers a wide assortment of the hottest toys and games for Toys"R"Us kids of all ages. Families can shop for their favorite toys, take a photo with Geoffrey the Giraffe, and rediscover their love of play. Beginning in 2024, the Toys"R"Us flagship will introduce exciting new branded elements like Geoffrey's Caf and ice cream parlor as well as interactive experiences and product demonstrations from popular toy vendors."Toys"R"Us has played a role in creating special memories for so many of us," said Heather Brechbill-Swilley, Senior Vice President of Leasing at Mall of America. "We are excited to bring this playful and iconic brand to life at Mall of America for the next generation to enjoy. Whether you're a kid or a kid at heart, this nostalgic brand will be the perfect addition for families and guests of all ages this holiday season.""It is incredibly exciting to be a part of the return of Toys"R"Us and we are fortunate to have the backing of WHP Global and Mall of America as we bring this flagship store to life for families just in time for the holidays, " shares Gideon Schlessinger, CEO of Go! Retail Group.For more than 70 years Toys"R"Us has been a global leader in the toy category celebrating the joys of childhood and play with kids of all ages. Geoffrey the Giraffe, the beloved mascot of Toys"R"Us, is adored by millions of kids and their families around the world. The brand generates more than USD$2 billion in global retail sales annually through 1,400 stores and e-commerce businesses in 31 countries.Toys"R"Us at Mall of America will be located on Level 1, East. For details on opening celebrations and store hours, visit: https://mallofamerica.com/directory/toys-r-us and follow @toysrusmoa on Instagram. To stay up to date on Toys"R"Us openings and activations, visit toysrus.com and follow @toysrus on Instagram, Facebook and TikTok.

Goldbug - 2023-09-29 @ 11:45 pm

6 hours ago, Outsiders said:
Who is going to buy a toy for their kid at the airport? You know it's going to cost at least 3-5 times as much...

Desperate parent's to keep their kids entertained while traveling.

It's a terrible idea to give in to whiny kids but it happens.

Outsiders - 2023-09-29 @ 5:15 pm

Who is going to buy a toy for their kid at the airport? You know it's going to cost at least 3-5 times as much...

JMB - 2022-08-15 @ 3:26 pm

Surprised there are none for Ohio since Macy's HQ is based in Cincinnati.

Goldbug - 2022-08-12 @ 7:08 pm

2 hours ago, rono said:
Hard to believe that Toys R Us is only in Houston & El Paso Macy's stores in Texas. Dallas/Ft. Worth, Austin, & San Antonio are such large markets, it seems they are missing their mark in opportunities. Very odd.

Oh I agree there are some locations missing in Illinois too

Post Your Comment Now! (membership required)