After a nearly two-year absence, Toys “R” Us will temporarily return to Times Square for the holiday season in response to consumer demand. The company will open a 35,000 square-foot store located at 1455 Broadway in the Knickerbocker Building.
The three-level store will have one Broadway entrance and a dedicated play area. Level one features a Movie HQ, featuring toys from this fall’s blockbusters; Hot and New, the hottest holiday toys; Star Wars; Marvel; New York City memorabilia; and an assortment of electronic and entertainment items such as the Nintendo Switch and top software launches. The lower level will showcase a variety of R/C, Hot Wheels, and action figures, as well as city-friendly modes of transportation such as bikes and scooters.
The second level will have feature shops such as dedicated Lego and Nerf shops, and a full assortment of traditional toys across a range of categories, including preschool, games, dolls, learning, collectibles, and arts and crafts. There will also be a dedicated play space that allows kids to play with products out of the box.
In a nod to the company’s former Times Square location, a scaled-down animatronic dinosaur will live on the second level. There will also be other interactive and life-size toy displays across the three-level space throughout the holiday season.