Rendering of the new Toys “R” Us flagship at Mall of America. Credit: WHP Global/PRNewswire.

Brand management firm WHP Global has revealed plans to open a second Toys “R” Us flagship store at Mall of America, a shopping and entertainment centre in Minnesota.

Scheduled to open before Thanksgiving, the new Toys “R” Us flagship store spans more than 11,000ft² and will feature a wide assortment of toys and games for kids of all ages.

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Starting next year, the new flagship will also introduce new branded elements such as a Geoffrey’s Café and an ice cream parlour.

It will also host interactive experiences and product demonstrations from major toy vendors.

The new store will be the brand’s first flagship store launched in partnership with Go! Retail Group. Additional flagship locations are set to open next year.

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WHP Global Toys “R” Us executive vice-president Jamie Uitdenhowen said: “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.

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“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.”

WHP operates the first Toys “R” Us flagship store at American Dream in the US. It also operates more than 452 Toys “R” Us shop-in-shops through its partnership with the department store chain Macy’s.

In September 2023, Toys “R” Us opened ten new stores across Canada with an aim to expand its store network ahead of the holiday season.