Toys"R"Us Opening Day at the American Dream Mall

On December 19, 2021 Toys"R"Us had its soft opening of the first new retail store in the United States in two years. Join me on a tour of this new store at the American Dream Mall in East Rutherford, NJ.
Please note: I did not have a gimbal and I was dodging (and getting bumped into) quite a bit. In time I hope to go back and take more stable video when it is less crowded.
LINKS:
Toys”R”Us Web Site: www.toysrus.com/
Toys”R”Us History: en.wikipedia.org/wiki/Toys_%2...
American Dream Mall Web Site: www.americandream.com/
American Dream Mall Wiki Entry: en.wikipedia.org/wiki/America...
Macy’s and WHP Global Partner to Bring Universally Beloved Toys"R"Us Brand Back: www.businesswire.com/news/hom...
Toys”R”Us Opening Global Flagship at American Dream: www.prnewswire.com/news-relea...

[@SupremeLeaderKimJong-un]

"Staircase is not accessible yet. Please use the elevator" The elevator: *I'm just built different* Toys R Us never closed at my palace...even I'm a kid at heart

[@cedricfairrow9293]

I worked for Toys R Us back in 1997-1998, I truly miss it. It was one of my most fun jobs to work at, yes even during the holidays. It was memorable watching the launch of a little game called Pokemon. If I knew then what I know now, lol. We need a dedicated toy store again, yeah Walmart/Target has their toy "section", but there's nothing like having an entire store of nothing but toys. I still miss K B Toys & Lionel Kiddie City as well

[@Isinforblood]

I truly miss the days back in the late 2000’s like 2010-2013 I remember being six years old to 9 buying legos, Dbz figures, nintendo anime games and Mario too lol, pokemon toys and mostly my one and all favorite as a kid was the Beyblade metal fight tops that was released in Japan and brought to the u.s. during those days… I honestly want to go back again 😫😫😭

[@BWTF_Ben]

Not everyone remembers Kiddie City but we had a couple in NYC and I miss those along with KB and TRU!

[@thecolorduosworldandbonnie4045]

Pokémon is still a fan favorite game.

[@alexandrutverdohleb4303]

._.

[@averagelittlelulufan]

did yall even watch the video??? yall just went on here to comment that you miss toys r us and not to watch the video

[@mcmxc3794]

I’m glad they’re reopening in America, I’ve been lucky as a Canadian that there’s still a Toys “R” Us about five minutes from my house and I take my kids there about once a month or so. I don’t understand peoples infatuation with Amazon, I enjoy going into the stores. Unless it’s significantly cheaper, or unavailable in my area I’m NOT buying it online.

[@BWTF_Ben]

Once the pandemic stabilizes I hope to travel to Canada to visit my friends and family. When I do I'll definitely be asking them to take me to TRU!

[@richardb.7054]

As an adult collector, I'm slightly disappointed in the lack of toys aimed at the collector crowd. Since TRU disappeared, there's nowhere to go but online. Sure, Walmart and Target have a 4 foot wide space, but nowhere near what I used to see at TRU. Glad to hear people are supporting them. Would love to see a glorious comeback.

[@wanderingoryx3710]

Stop being entitled, there are numerous other retailers not every store needs to have the same product

[@richardb.7054]

@@wanderingoryx3710 This point is more variety would be nice. And if successful, they will be in that place again.

[@dretho3690]

It's a toy store, they sell toys for children, there's so many other stores and options for collectors.

[@winsbeyond8295]

@theBEARnecessities What an emotional BETA!!!!!!!!!!

[@FrozenVibraniumProductions]

@@wanderingoryx3710 that would be a valid argument if distribution within the other retailers wasn’t so bad.

[@kaizer3000jp]

Im a toys r us kid. It came to Malaysia back when I was 6 years old in 1987. Like many “kids” , I was really saddened to hear its closing down due to bankruptcy… I’m really happy it came back to America!

[@Daehawk]

In a way its weird to see a new Toys R Us opening and in another way its so normal. Conflicted feelings. Glad they are trying to come back though. I miss so many things that the internet has taken away.

[@kerqr295]

MY CHILDHOOD IS BACK

[@loismcbride3389]

Thank you for this look at this store. I worked for the original Toys R Us from 1989 to 2002, it was some of the best parts of my life. Seeing your video brought me back to that time in my life so THANK YOU.

[@BrickMeisterZ]

Great video! 👍 I really hope a new Toys R Us store will open near me.

[@Funkopopsstorewalkthroughsunbo]

Great video keep up the good work

[@BWTF_Ben]

Thank you kindly!

[@cyberi4a]

Nice to see that it's a real toy store and not whatever those last two stores they had were.

[@magicalmousers]

Totally brought back so much memories .I love watching every single second of it. Thank you thank you . I got lucky too work for TRU. long ago .it was a crazy amazing wild experience .soo worthy. I live near houaton. And never got too visit the mini TRU at the galleria. Hope one day they'll bring it back,bigger and way better too

[@BWTF_Ben]

Thank you for watching and commenting! Glad to hear someone with firsthand TRU work experience got to check this out. :)

[@Nick-zn1vj]

Houston sweet!🙋‍♂️

[@Ty-bl5pm]

Thanks for filming this. My local Toys R Us closed back in 2017. The massive store still sits empty to this day, and it's a sad reminder of a fun place I used to enjoy going to as a kid. This makes me really happy to see them trying to make a comeback. I was a Toys R Us kid!

[@sandorivera7industriaazucarera]

Definitely seeing Geoffrey happy receiving the children and the store once again made me cry!! I'm glad Toys R Us is back!

[@bryancrooks8096]

Growing up us kids were given the Toys R Us catalog to make our Christmas lists from. just the sign brings back memories.

[@aprilmarsh8725]

Hi Ben this is april from Greenville South Carolina thank you so very much for taking your time and doing this video. I am 48 years old and I am not on any social media and all I have is my you tube. And now i have 4 grandbabies that all are under the age of 7 years old and yes they would just enjoy going there. I hope toys r us return to Greenville South Carolina for the sake of the new generation now. But again thank you so much. April

[@BWTF_Ben]

I hope they can grow up with TRU as well! Thanks for watching!

[@rageintothelight]

This makes me happy that toys r us is trying to make a comeback!

[@coreydeluna5258]

wont work

[@EDITS.54589]

@@coreydeluna5258 yes it will idot

[@SofiaPreCure]

This is childhood but not the same... 🙂 Oh well at least Toy R Us a has a store again!

[@Tnaza]

So happy they are making a comeback. I really hope they don't go back to 75% of there sales floor being baby clothes. Toys is in the name.

[@tonyambrose5679]

This makes happy to see. As a midwest 80's kid who grew up with Children's Palace, Lionel Kiddie City and KB toys before we even got a Toys R Us this is reassuring to see happen. It's a good start and I hope it grows.

[@Maz08]

So happy and proud to have been an 80s kid when toys were actually cool. Definitely glad to see TRU trying to make a come back, but let’s face it, it’ll never be what it used to be.

[@skl_maverick]

this is a reborn for this generarion like you said and I'm soo happy these kids can enjoy and feel the excitement i felt 30 years ago when i enter for the first time

[@m3equals333]

Love to see it. Made me a little emotional as well.

[@adampellett4917]

TOYS R US will always be the best Toy store of all time. When I was a kid there was another store I liked Hills before it got bankrupted in 1999. I was crushed and in 2017 heard the sadden announcement to closing up Toys R Us stores forever....until now. Thanks to your video, I'm overwhelmed to see the company store making it a bigger comeback. Us nostalgia fans of the store are very excited to see it coming back. I wish Toys R Us coming back to my neighborhood someday. Great vid, my friend. "I wanna be a Toys R Us kid!"

[@andahlyavaleska]

Thanks for sharing this video! I was full smiles seeing Geoffrey too. 80's kid here - going to Toys-R-Us was always so fun as a kid. I'm hopeful the younger generation can appreciate this fabulous store like we all did.

[@badgergirl71]

Love to see Toys R Us come to Mall Of America in Bloomington, MN. Miss going to Toys R Us!

[@jamesfix2992]

YES!!! I was about to say that very thing. C'mon Toys R Us, you gotta open a store at the MOA.

[@winsbeyond8295]

Oh yeah. That place where there was a shootout Christmas eve!? No way.

[@TheKurtsPlaceChannel]

Very entertaining and fun to watch. Thanks for posting this.

[@BWTF_Ben]

Thank you for watching and the kind words!

[@thedarkknight803able]

I really hope Toys R us do make a comeback. And more stores open. 💥😯👏🏿👏🏿👏🏿😁👍🏿

[@DavesTrainsAndAutomobiles]

I'll never grow up I'll always be a toys R us kid 👍😎

[@chriscravens4915]

I hope that through time that Toys R Us comes back to the states etc, a lot of people miss that…

[@Nick-zn1vj]

Honestly things need to get back to what they once where Cmon Enough with this technological world already Heres hoping Toys RUs THRIVES!🙌

[@yohanfuretro-love.8306]

Awesome awesome 😍😍😍lots of great memories ☺️☺️☺️☺️❣️

[@BWTF_Ben]

Thank you! Glad you enjoyed!

[@edcola6671]

I can’t help drawing similarities between this and the Times Square store. Both had ice cream parlours ( the Times Square store had a ice cream parlour called Scoops “R” Us) and the giant Playmobil fire engine you mentioned is sort-of like the walk-through Barbie dream house, just very scaled down to fit the new height limit.

[@BWTF_Ben]

No doubt some of that design influenced the design of this one, which I believe seeks to be an experience as well as a retail store.

[@Isinforblood]

Lol Times Square was much different tho and better when I was younger going there in the late 2000’s now I’m 18 now :)

[@jhunterreview7486]

Thanks for the video I hope there open more stores like in Georgia.

[@tanooki426]

MY CHILDHOOD IS BACK!

[@BWTF_Ben]

I did feel like tiny bit of mine was back too. :)

[@tanooki426]

@@BWTF_Ben Back when I was in 3rd grade, my mom and I had this tradition where for every week I was good, we drove down to the local Toys R Us stores in Buckhead and Tucker and I was able to choose a ZhuZhu Pet!

[@shadowsmith1386]

Me to bro

[@chrisleonard6004]

Love the video, seriously, thank you! Toys R Us closed because Mitt Romney and his company Bain Capital took over the company, ran the debt up as high as it could go, paid out the money to the executives and then liquidated the company. Bain capital did the same thing to KB Toys as well. I certainly admit these companies are not 100% free of blame though. Toy Galaxy does an excellent video on the fall of both these companies. Thanks again for sharing your trip.

[@BWTF_Ben]

Thanks for watching and commenting!

[@chriscravens4915]

Again I’m glad to see them make a come back, esp around Christmas👍

[@izsp8737]

Nostalgia coming back lol also I like the little cafe xD

[@BWTF_Ben]

Yeah, it was cute. I need to go back when it's open and see how their coffee is. :)

[@marcellawong229]

Even when Toy R Us was in Business , their prices were out of reality and not very competitive. Who wants to spend $ 24.99 for a Star Wars Action Figure that you could get at Walmart for $13.99 !!! or $19.99 for a DVD that would only cost $7.99 at Target !!!

[@Marchant2]

My prediction, though delicate as it is, is that brick and mortar retail will regain some of its lost popularity as more people will appreciate getting out of the house and immediately taking possession of the wanted item without waiting and paying for shipping, having that shipment reach the wrong address or being stolen from the front porch. Shopping in a store is so much less complicating and much less of a hassle.

[@Jersey1971]

I'm so happy for the children I love Toy's R Us!

[@chuckchristian2059]

I wish they would do our toys r us like this

[@violetdream5335]

Oh my gosh. I grew up with this store with so many memories from my childhood. I am glad Tys R Us is slowly coming back to the USA. I will love to experience it again back in my childhood and buy a toy to play with again from my childhood. This looks so nice for everyone. My Maycs toy r us was small with a few good and bad toys

[@LtKedobu]

I'm so happy this generation will grow up with this stuff, it won't be the same as before but hey, at least kids can still grow up with the newer version

[@davidlittle5485]

We need our child hood back

[@williams8953]

Thank you toys r us.

[@ericbrudnak275]

I hope they will eventually construct the stores to there original layout. Today’s kids need to experience what a real toy store is like. I can’t even explain in words how it felt being a child in this store. The Star Wars department was amazing and you could spend hours there.

[@BWTF_Ben]

Yeah, I too would love to see that one day but modern day retail doesn't lend itself to it.

[@Jackseyez]

I miss this store

[@JRE2540]

That's absolutely awesome!!!!!

[@loganinnis3117]

When will they start opening up more other stores again

[@ratbones620]

Even being a young kid in the 2010s Toys R Us was still a big part of my childhood. I remember begging my dad to take me and my brother often even though we didn’t always buy something. I mainly remember hanging out in the video game and collectibles area. Especially for things like Skylanders and Nintendo. And when I found out the news about the shutdown I was heartbroken. Although it’s definitely not like the old giant stores this still looks like it will deliver a unique experience for it’s costumers. Hopefully they will bring one of these over to Ohio so I can finally be a Toys R Us kid again!

[@DangerousDevilOfficial]

Glad to see TRS trying to make it back. I would like to see more actual action figure toys. I saw candy, some books. And some project crafts. But where was the action figure collections sections? And video games? Not the experience I remember at all. I will say after a rewatch, this store is brightly lit, well organized. And it a great start to bringing back these stores. 😎

[@BWTF_Ben]

I too was wondering after the fact about video games. I do suspect at some point things will change to accommodate different markets.

[@DangerousDevilOfficial]

@@BWTF_Ben yeah. Probably true. I am just glad to see this store returning. I have lots of good memories there as a kid!

[@angelas.powell3779]

Yeah I remember when I went toys r us I would see some dragonball transformers and other things I do hope that they have more action figures later

[@gamerhalim4717]

They back!!

[@SovietUnion-fk3kd]

What a come back for a really memorable and big aka toys r us

[@tossedcookies8288]

That’s not toys r us. Toys r us was an enormous building with toys to the heavens where you could get lost, and high on the smell of all those awesome toys!

[@debby8428]

Thank you for posting this. The mall is 30 minutes from my DIL parents. I guess its time for a visit! I am a grandma who collects Calico Critters. I saw a quick qlimpse of that section. Now I really need to go!!!

[@TotosSword]

I miss the big box toys r us stores, but this looks amazing too!

[@vinnyavalanche]

It straight up looks like a 5 below!

[@NCTStudio]

THEY’RE BACK

[@jerrypatterson55]

playing on your nostalgia then it will fade.. its not the same

[@lidsman2221]

Its a cool-looking store. How were the prices? I know things cost more in NY/NJ than they do in the deep south where I live but some idea would be cool to know.

[@BWTF_Ben]

Some prices were a few bucks higher than regular retail but overall I found the items I purchased very reasonable (ex: a BotBot for $1.99).

[@Isinforblood]

Yea exactly ur right cause toys r us mostly in the city states will cost a lot since they are surrounded by expensive shopping stores, restaurants and other stores u would buy stuff that is really high in the store lol I remember when I was younger the stuff would be worth soo much money for the toys I wanted mostly being lego, Nintendo games, Dbzfigures, Beyblades and more back in 2010-2018

[@aaronproctor1736]

Back in the day, I went to Toys R US solely for the video game selection ( NES, Gameboy, SNES ). Sadly looks like that is absent.

[@JosephRomano]

Very cool

[@andysimpson4414]

Toys R Us Is Back From The Dead!!

[@markraymo997]

Still considered an endangered species 😔

[@darealpapajon]

Second time in 2 years

[@AverytheCubanAmerican]

Americans: Oh I...I thought you were dead Toys R Us: My death was...greatly exaggerated while it's nothing compared to the original extravagant flagship store in Times Square that was my childhood, it's better than nothing

[@NathanSpies]

I’m so glad toys r us is coming back!!! Also I kind of hope the American dream mall can get a rainforest café since that place is awesome!

[@BWTF_Ben]

Wow, I haven't thought about Rainforest Cafe in years!

[@vigo894]

There's one in downtown San Antonio, Texas.

[@nougatnewt]

@@vigo894 I personally think the one in Galveston is cooler ;)

[@chriscravens4915]

If I lived in NJ I would be shopping in that mall and buying stuff from Toys R Us…

[@darealpapajon]

Lol its a mall you pay for parking its hourly and if metlife has events its 30 an hour

[@darealpapajon]

Its not worth they did this like in 2019 at gsp

[@nikiferrari2091]

Cant wait for it to come back to the UK in 2022 :)

[@UltamentGaming]

nice its back

[@topnotch97]

aw they have Bruder!?!? that's a huge selection of stuff animals and Calico Critters!!! never mind the usual Hasbro and other toys. these are more than enough.

[@BWTF_Ben]

There were definitely some brands that surprised me!

[@kgirl6152]

If toys r us stores came back I would definitely be more supportive. It’s like the saying “you don’t know what you have until you lose it”. Having a store you can walk into that is only toys and games is a kid’s dream. I experienced that dream many times but unfortunately I couldn’t share that with my kids and it sucks!

[@keepingitreal71]

This is so awesome! A Cafe.. Candy.. Books Games and so much more.. I would walk in and never leave....❤❤❤❤❤❤

[@vampeilo]

Bro what was that yellow snake toy? That looks awesome

[@BWTF_Ben]

I believe it's an updated version of these: en.wikipedia.org/wiki/Squirmles

[@johavyflores6755]

What if that store in American Dream have the same with the stores inside Macy’s? Especially with movies on DVDs?

[@chriscravens4915]

We can only hope that they will expand stores all over the United States once more…..

[@shadowsmith1386]

Facts

[@erinsquire2749]

welcome back baby home toysRus

[@vinnyhansen6168]

Alright, you brought back toy R us.

[@z4nd4r]

I did see some SW:Black Series and GIJoe Classified figures, so I’d say some other older focused lines will be on the way. Was there any Mattel products though? I didn’t see (that I recall) any Barbie or either He-Man line… I did see Hot Wheels. So they definitely have some presence.

[@BWTF_Ben]

Barbie appears around 25:36 so Mattel definitely had some presence. :)

[@markraymo997]

Love the Zander pic. I live near Jackson Michigan and Tru closed down Leaving Walmart and Target.Meijer has two stores but they hardly ever have anything.

[@kaijuclash5480]

Man hopefully in the future. They can add a neca section

[@martinphillips4607]

Seeing this video, I hope my state Carolinas pass on building this store.

[@benjaminphelps9562]

Can't wait for a toys r us open around me there use to be one in Syracuse clay areajst hope that they reopen it

[@chriscravens4915]

I just hope they come back to Indiana….

[@nicksullivan4994]

I Love That Toys R Us Theme Song Remix!❤️📺🎶👍🏻

[@BWTF_Ben]

It was very cute so I made sure to leave it in. :)

[@dragoonseye76]

Yay!!!!

[@Edtweet]

it reminds me of a regular calender go store. lol

[@CityLifeinAmerica]

I am hoping that more of these starts opening up around the United States. I feel so bad for kids these days that has no Toys R Us at all.

[@kelleypopelar3162]

Wow such an amazing day and experience! I hope there is a toys r us that comes to Wisconsin soon.

[@marktrow4142]

Cool video to watch. Bunch of memories going there when I was a kid. However, the new store looks slightly different. More of a modern look seems like, but I do miss the big wide aisles. Honestly kinda disappointed. Maybe since I'm an adult now, but when I went four years ago when they were closing, but still had that feeling of being a kid. I still gave this a like.

[@JAbell1966]

Thank you for the tour, it is nice to see a proper toy store again. However, as someone who worked for TRU 30-some years ago and kept in contact with my old store until it closed, the end of the previous incarnation still leaves a bitter taste in my mouth. Did I understand right that there are new owners? Hopefully they will respect the brand and the employees and the toy industry as a whole more than the group that bought the company just to transfer debt to it and shut it down.

[@BWTF_Ben]

Yes, I mention them in the video. Bain (who was in charge when the entire chain collapsed) is out of the picture (thankfully!). :)

[@zagan1]

Run by an Australian company, I would say. As it kept going after the USA bankruptcy but in Australia.

[@bloodeagle6458]

It's back its back it's back

[@KungFuChess]

I have great memories of working at a Toys R Us back in the day it was a grind but still had a blast with all the cool people that worked there

[@noampitlik2332]

Wow! That really does not look like a Tpys R Us store. I am apalled.

[@STEVEPUNCH91TV]

This is a dream come true I've always wanted Toys R Us to come back I loved that place every time and ive only been there like 6 Times from 2015-2018

[@evaristomartinez5338]

And Excuse me.Cedric my question but im asking in 2022 now if is still opend in 2022 now is still opend the toys r us store do you know.if still opend or just those years in the past but not in the 2022??

[@dretho3690]

The nostalgia kick here is awesome, but I'd like to the prices of the stock,, I hope history isn't gonna repeat itself.

[@linsees]

I live just five minutes from here and went on opening day...and four times since then. 🤣 Like you, I was expecting to feel nostalgia overload. So much anticipation. But the store is completely different. (Although, when they played the theme song, I had to hold in the tears.) And like you said, that's OKAY. It's for a new generation and reflects the changes in our society. It's not the 80s or 90s anymore. (At least it isn't the disappointment that was the Garden State Plaza location!) I'm an adult collector of Barbie and Steiff, and the FAO Schwarz collection in the city is just better at the moment. (Also, some of the collector Steiff bears are between $10-$20 more than FAO Schwarz.) I think they rushed to get this store together. A lot of old stock for dolls. (When I visited the store on Christmas Eve, they were completely sold out of the Holiday Barbies and put out...2017 Holiday Barbie! What the heck?!) And zero Barbies for collectors unlike FAO Schwarz. All in all, none of that matters, ultimately. Because it's back. They are doing well. And the kids in there are just over the moon with excitement. 🛍💖

[@BWTF_Ben]

I agree. I'm hoping during the holiday they sold through a lot of stock to free up shelves for more current product. I'm also hoping they up the ante on collector oriented toys!

[@Isinforblood]

Same I grew up going to toys r us back in the late 2000’s like around 2009- to 2018 and now since that I’m 18 now toys r us is for the younger generation of kids now which I honestly don’t care for toys now lol which I’m still young too but I only mostly play video games and stuff like that on Xbox and always wanting a new Xbox or switching to pc ^_^

[@trickspotshorts2433]

I even met Chris from mrbeast at this toys r us it was the best day of my life

[@flatline2k6]

I am really surprised to see how big squishables has become. I still have the turtle they made when they were just starting.

[@jvargas6034]

Have You Watched SpongeBob Squarepants, Rugrats, Dora The Explorer, Blue's Clues, Or Fairly OddParents, And Which One Is Your Favorite Nick Show? Also, Did You See Any Toys From Those Nick Shows?

[@BWTF_Ben]

Of all those shows I have only watched Spongebob and it's fun. :)

[@paulcanfield7745]

Thank you so much for this video! I didn't even know about this store opening. We will have to make a trip to NJ. Very well done, and excellent narrative.

[@NOBODIES_XIII]

Awesome vid, Hope see Amore TRU stores