TOYS“R”US® THINKS SMALL IS BIG – Company Returning to Times Square
August 12, 2017

Company Announces Return to Times Square with Temporary Holiday Shop

Wayne, NJ (August 10, 2017) – After a nearly two-year absence, Toys“R”Us® today announced that it is returning to Times Square in response to customer demand. The company will open a temporary 35,000 square-foot store located at 1466 Broadway (at the corner of 42nd Street and Broadway) in the historic Knickerbocker Building. Scheduled to open in August, the store will provide kids and families a one-stop toy shopping experience – complete with a dedicated play area – just in time for the holiday season.

Times Square Holiday Shop

“The Times Square holiday shop reunites our brand with an iconic New York destination which we are thrilled about,” said Dave Brandon, Chairman & CEO of Toys“R”Us, Inc. “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 three-level store in Times Square will have one main entrance on Broadway and include:

Level One: 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. Additionally, Level One will host a select assortment of electronic and entertainment items such as FUJIFILM INSTAX® cameras, Nintendo Switch™, and top software launches.

Lower Level: Here shoppers will find a wide variety of R/C, Hot Wheels®, and action figures, as well as city-friendly modes of transportation such as bikes and scooters.

Level Two: In addition to the feature shops on Level One, here customers will find 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.

Play Space: Also on Level Two, kids will have the opportunity to do what they love most – play. This dedicated space will allow kids to play with products out-of-the-box and experience toy demos, truly bringing the toy box to life.

Interactive Elements: In a nod to the company’s former Times Square location, a scaled-down animatronic dinosaur will also live on the second level. Customers will come to find other interactive and life-size toy displays across the three-level space throughout the holiday season.

The company’s Buy Online, Pick Up In-Store service will be available at this location, providing Manhattan’s Toys“R”Us customers with an easy way to pick up thousands of items in under an hour. Its Layaway service will also be offered, giving city shoppers the opportunity to stretch their budgets, secure must-have toys early or keep big gift purchases hidden.*

Landlord representation was provided by Brittany H. Bragg of Crown Retail Services, and Peter Ripka of Ripco Real Estate was the broker representation for Crown Retail Services.

*In-store purchases only. Certain restrictions and exclusions apply. See store for more details.

Daniel Pickett
Daniel “Julius Marx” Pickett has been around toys his whole life. The first line he ever collected was Mego’s World’s Greatest Super Heroes line back in the 70s. He has been surrounded by collectables ever since. In 1999 he was confounded by a lack of information and news about some of his favorite toy lines he was collecting. Since he couldn’t find the information he decided to pursue it himself thinking other people might also be interested in the same news. He started writing a weekly column on the toy industry and action figure for a toy news site and in a years time he tripled the sites daily traffic with his updates, reviews and product features. He built relationships with every major toy manufacturer and many sculptors, painters and mold makers. He grew his hobby into a world wide expertise that the industry has embraced. In 2004 he teamed up with his toy buddy Jason “ToyOtter” Geyer and they created their own website Daniel has been quoted in both industry and mass media press outlets. Over the years Daniel and AFi have been sought out as experts in the field. Daniel was regularly featured on “Attack of the Show” on the G4 network as the primary contributor to their “Mint On Card” segment, and our front page has been linked to from USA Today’s “Pop Candy” Blog twice. Daniel’s content has also been featured on,,, Boing-Boing,, Ain’t It Cool News, the Official Star Wars blog, Geekologie, G4, CNet and Toy Fare magazine, among many others. He has consulted on toy lines, books, documentaries and TV shows. But all of that really just sounds snooty and “tootin’ his own horn” – the long and short of it is that Daniel loves toys and he LOVES talking about them.
Read other articles by Daniel Pickett.




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