Economy

Toys 'R' Us to make Times Square return

Toys 'R' Us to make Times Square return”

After almost two years of having only life-size action figures and cartoon animals in Times Square, kids can once again buy the toy versions when Toys "R" Us returns to its iconic neighborhood.

The sportswear retailer has signed a lease for a two-level store at Lechar Realty's 38-story, 550,000-square-foot office building at Broadway and West 41st Street, according to JLL.

"The Times Square holiday shop reunites our brand with an iconic NY destination which we are thrilled about", said Dave Brandon, chairman & CEO, Toys "R" Us, Inc.

A representative from Toys R Us didn't immediately respond to CNBC's request for comment about the length of its stay at the temporary location. The new store recreates this with zones like Movie HQ (tie-in products from upcoming blockbuster films), Hot and New (the trendiest toys for the holidays), "Star Wars" and Marvel merchandise, New York City memorabilia, and electronics and video games.

The new Times Square store will help promote Toys "R" Us's online-ordering service, which lets customers pick out products on the internet and then fetch them in person. 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: Anything on wheels, you'll find here, from bikes and scooters to R/C and Hot Wheels cars, as well as action figures.

The second level will include dedicated Lego and Nerf shops, and a full assortment of traditional toys across a range of categories. It will also be home to a dedicated play space where kids will be able to play with products out-of-the-box and experience toy demos. Layaway service will also be available.

"Champs Sports is moving its flagship store into a far larger and much more visible location", Gibson said in a news release.



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