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Toys R Us Announces Plans To Return To NYC’s Times Square

Toys R Us will be opening a 35,000 square-foot store in New York’s historic Knickerbocker Building.
Since back-to-school shopping season is in full swing, it can be hard to process that the holiday shopping season will be in full effect before we know it. While the current season is the primary focus, retailers are also hard at work behind the scenes to insure the next big season goes off without a hitch. One of those retailers is Toys R Us, and the company has just announced they’ll be putting some roots down in Times Square yet again - albeit on a temporary basis. 

Toys R Us New York

Toys R Us will be opening a 35,000 square-foot store at 1466 Broadway in New York’s historic Knickerbocker Building. The company is responding to consumer demand, as nothing quite says the holidays like a stroll through an iconic toy shop.  

“The Times Square holiday shop reunites our brand with an iconic New York destination which we are thrilled about," Dave Brandon, Chairman & CEO of Toys"R"Us, Inc. said in a statement. "More importantly, the store offers customers a host of products tailored to the needs of city dwellers and visitors – all in interest of bringing play to kids and families around the world!"

The temporary location will span three levels, and the company is going all in to give consumers what they’re craving. 

“Upon entering the store, customers will be greeted with kid-favorite shop-in-shops that they have come to expect from Toys"R"Us, including Movie HQ (products from this fall's biggest blockbusters), Hot and New (the hottest holiday toys), Star Wars, and Marvel, along with must-have New York City memorabilia,” the release adds. “Additionally, Level One will host a select assortment of electronic and entertainment items such as FUJIFILM INSTAX cameras, Nintendo Switch, and top software launches.” 

The lower level and second levels will feature brands such as R/C, Hot Wheels, Lego, and Nerf, and there will be a play space tucked away to keep the little ones busy during the exciting time of the year. 
“In a nod to the company's former Times Square location, a scaled-down animatronic dinosaur will also live on the second level,” the release continues. “Customers will come to find other interactive and life-size toy displays across the three-level space throughout the holiday season.” 

While Toys R Us is only returning on a temporary basis, it’ll be interesting to see if enough traction is gained that the company chooses to return on a more permanent basis. If nothing else, it gives new meaning to what’s possible with the growing concept of ‘pop-up’ shops - albeit on a much larger scale. 

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