NJNew Jersey field entry
Toys “R” Us at American Dream
East Rutherford, NJ
A two-level Toys “R” Us flagship at American Dream where a full toy store is built around interactive play, product demonstrations, a two-story indoor slide and Geoffrey's Café serving ice cream, cookies and other treats.
Toys “R” Us at American Dream turns the modern toy store back into a destination, combining serious retail with play, a slide and café.
Field notes
Why it belongs
Two-level flagship toy store, interactive product environment, indoor two-story slide and in-store café.
A full two-level toy store combines destination-scale retail with interactive play, demonstrations, a two-story slide and Geoffrey's Café.
Toys “R” Us at American Dream is a two-level, 20,000-square-foot flagship carrying more than 10,000 toys. Its retail floors incorporate interactive play and product demonstrations, while a two-story indoor slide and Geoffrey's Café add attractions inside the store. The slide keeps its own limited operating schedule and participation restrictions, separate from ordinary store hours. Geoffrey's Express elsewhere in American Dream is mall-operated and is not part of this record.
Store contents
What you will find
Directory categories
Known for
- Two-level flagship
- More than 10,000 toys
- Interactive play
- Product demonstrations
- Two-story indoor slide
- Geoffrey's Café
- American Dream location
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