Toys R Us

3.1 (20 reviews)

ModerateToy Stores

Open • 11:00 am - 9:00 pm

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Toys R Us - Toy Stores Near Me - East Rutherford, New Jersey

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Matt F.

Underwhelming even considering the nostalgia this is supposed to bring. While TRU was a terribly mismanaged business that eventually went under, there have been TRU 'express' locations and rumors of a relaunch for some time. Unsure of the specifics, but eventually this location in the American Dream mall came to be. Upon hearing it, I decided to take my son here and his reaction was the same as mine - 'eh'. As much as TRU was mismanaged and didn't hire the best in store employees, I always was saddened that kids and future generations wouldn't have this place around, so I always rooted for a return with hopefully lessons learned. I was happy upon hearing that there was one here, but indifferent once experiencing this. I get it that for some the nostalgia might outweigh all the cons here, but simple nostalgia wasn't enough for me to overlook all the negatives here. While it was fairly well stocked and the shelves were full, the stock in general is outdated (at least the sections we checked) - meaning you'll find some things that were relevant/popular maybe 3+ years ago, but not as much for current. Maybe it changes for the holidays, but for the time we went, it wasn't all that great. So if you're looking for the latest, you're likely not to find that here. The prices were what they were. There are two floors here, but both floors are not the same size and the first floor seemed to have less 'toys' than the second floor. There were several employees here, but we had zero interactions with anyone. There are some spots on the outside for the kids to take pictures with Geoffrey statues. Again, this is located in the American Dream mall - so if you're going to the mall, then coming here is probably worth it but if this was a stand alone, then it wouldn't be. Again, this is worth going to just go at least once - but if you're expecting TRU of old, you won't find that here.

Hank C.

A vestige of a prior glorious toy store, it's filled mostly with mass-market toys rather than the unusual and the toys trying to break into the market which was what it was best useful for. Two stories of toys like Legos, Barbies, and more. Not really much of staff available.

Michael M.

Nice selection . Good staff. Some items different from regular toy retailers. Slide in store and some things for children to play with. Aldi cafe in store. More expensive then buoying online but immediate gratification!

Kitty H.

We were excited to go back to Toysrus where my kids can browse thru a real toy store. It's open last week. It's located at count E. Same court at the skating rink and waterpark. It has two stories and a two stories slide. However the slide is closed today when we went. $3 Parking whole day. It's not as big as it used to but it's a good start. I saw a play table for animals and one area for magnatiles. Kids can play there. I saw a little cafe area but not sure if it's opened. Fully staffed. Plenty of workers everywhere. Will definitely return.

Andy L.

Geoffrey's back! And with a two story flagship store along with him. As the only TRU open again in the states, it's super exciting to see it at American Dream Mall. Full of all your favorite brands, it's not as big as the standalone stores used to be. But for being built into the mall and being a one-stop shop for all kinds of toys for kids & collectors, it's not bad: plenty of options for Lego, board games, stuffed animals, and a variety of Funko Pops & action figures. What was particularly cool was that they also carry some older toys that aren't in stores anymore. Plus some "coming soon" attractions like a slide that goes from the second floor down, a "Geoffrey's Cafe", and other interactive installations.

Woman who shouldn't be let anywhere near children, working on 2/19/23 at 3:45 pm

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Emanuel C.

Elite 24

648

218

462

2 years ago

I grew up on Toys R' US, KB Toys, FAO Schwartz, along with numerous other shops along Bergenline as a kid and even K-Mart. Very little ever overwhelmed me as much as a walk into Toys R' Us, and the secretive nature of going to such a place was practically classified top secret by my grandmother or I'd lose my mind and drive her nuts until we went. I want my kids to have that feeling when I buy them something. More so, I want to do the same that was done for me. My grandmother would give me the money and that is all I could spend. Not only did I take my time to buy something I really wanted, I'd cherish it. I'd care for it, and it would be placed above anything else I had. Back then, there were no tablets and outside of Atari or my old commodore VIC-20...not much else. My kids all have devices. iPads, iphones, laptops, you name it. Giving them the same overwhelming feeling of joy and wonder while teaching them about how to spend their money is a win in my book. If it was a stand-alone store and had a larger inventory, I'd give it 5 stars. For now, it accomplished what I hoped it could for my kids. I'm glad they are back. The negatives of the store are simply that it's in an annoyingly difficult to get into mall. Paid parking, traffic due to games and concerts. I have to make a day of it to go there. Which may sort of make it less special. But that's a slightly minor issue. I'd recommend they validate parking for their customers if they spend 20-50 bucks. That would make the outing fantastic. read more

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Laura W.

Elite 26

408

2309

4987

19 days ago

The nostalgia is probably what brings 90% of people in here. The toys can be bought at Target or Amazon. It is nice they have a slide....but only ages 5 and up and they have a slide monitor. The prices are more than Target or Amazon. There are some toys out for kids to play with but mostly just legos, magnets, etc. There's a train associated with Toys 'R Us on the second floor which is probably more entertaining than the store itself. read more

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Jeff L.

0

14

3

9 months ago

Do not come here if you value money. If you want to support a business who are taking advantage of the toys r us name, by all means come here. All toys here are garage sale old out of season junk bought from liquidators. Prices are 2x what you find on amazon. For example a pokemon booster bundle is 26.99 at bestbuy, 29.99 wally/target, 49 on amazon and $70 here??? If your going to support local scalpers go ahead and buy on fb marketplace dont support this fake toys r us keep the memories of toys r us from your childhood in your heads (or go to asia) read more

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Matt F.

Elite 26

108

747

1865

2 years ago

Underwhelming even considering the nostalgia this is supposed to bring. While TRU was a terribly mismanaged business that eventually went under, there have been TRU 'express' locations and rumors of a relaunch for some time. Unsure of the specifics, but eventually this location in the American Dream mall came to be. Upon hearing it, I decided to take my son here and his reaction was the same as mine - 'eh'. As much as TRU was mismanaged and didn't hire the best in store employees, I always was saddened that kids and future generations wouldn't have this place around, so I always rooted for a return with hopefully lessons learned. I was happy upon hearing that there was one here, but indifferent once experiencing this. I get it that for some the nostalgia might outweigh all the cons here, but simple nostalgia wasn't enough for me to overlook all the negatives here. While it was fairly well stocked and the shelves were full, the stock in general is outdated (at least the sections we checked) - meaning you'll find some things that were relevant/popular maybe 3+ years ago, but not as much for current. Maybe it changes for the holidays, but for the time we went, it wasn't all that great. So if you're looking for the latest, you're likely not to find that here. The prices were what they were. There are two floors here, but both floors are not the same size and the first floor seemed to have less 'toys' than the second floor. There were several employees here, but we had zero interactions with anyone. There are some spots on the outside for the kids to take pictures with Geoffrey statues. Again, this is located in the American Dream mall - so if you're going to the mall, then coming here is probably worth it but if this was a stand alone, then it wouldn't be. Again, this is worth going to just go at least once - but if you're expecting TRU of old, you won't find that here. read more

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Natasha R.

Elite 26 All-Star

120

921

1081

1 year ago

Such a cool location, my son loved the toy options, organization and that there was a slide. However, every time we go, the slide is closed. I've brought him twice on the weekend and twice on weekdays and it's always closed. He would love to experience it at least once esp when it's right across from the waterpark and theme park read more

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Hank C.

Elite 26

2033

4677

15114

3 years ago

A vestige of a prior glorious toy store, it's filled mostly with mass-market toys rather than the unusual and the toys trying to break into the market which was what it was best useful for. Two stories of toys like Legos, Barbies, and more. Not really much of staff available. read more

Toys R Us - Outside - Toy Stores Near Me - East Rutherford, New Jersey

Toys R Us - Toys - Toy Stores Near Me - East Rutherford, New Jersey

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Michael M.

Elite 23

3446

1809

27813

2 years ago

Nice selection . Good staff. Some items different from regular toy retailers. Slide in store and some things for children to play with. Aldi cafe in store. More expensive then buoying online but immediate gratification! read more

Toys R Us - Si - Toy Stores Near Me - East Rutherford, New Jersey

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Helpful 21

Thanks 9

Love this 25

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Kitty H.

Elite 26

8

434

4716

5 years ago

We were excited to go back to Toysrus where my kids can browse thru a real toy store. It's open last week. It's located at count E. Same court at the skating rink and waterpark. It has two stories and a two stories slide. However the slide is closed today when we went. $3 Parking whole day. It's not as big as it used to but it's a good start. I saw a play table for animals and one area for magnatiles. Kids can play there. I saw a little cafe area but not sure if it's opened. Fully staffed. Plenty of workers everywhere. Will definitely return. read more

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Anna T.

0

18

300

2 years ago

This Toys R Us is not actually owned by TruKids. TruKids pens the license but NONE OF THE STORES. This location on American Dream Mall is owned by Paradise Toys. The Great American Mall has its own as so does the airport stores. ToysRUs.com is actually operated by Macy's who also owns Toys R Us in their stores. On UK Toys R Is Inside Smith stores. They rebrand their toy department with Toys R Us signage, that is why prices vary by location and selection. Children's Palace is also doing this right now . After going out of business in 1992 they started opening up stores again in 2022. All the Children's Palace toy stores are different owners read more

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Andy L.

Elite 26

52

388

533

5 years ago

Geoffrey's back! And with a two story flagship store along with him. As the only TRU open again in the states, it's super exciting to see it at American Dream Mall. Full of all your favorite brands, it's not as big as the standalone stores used to be. But for being built into the mall and being a one-stop shop for all kinds of toys for kids & collectors, it's not bad: plenty of options for Lego, board games, stuffed animals, and a variety of Funko Pops & action figures. What was particularly cool was that they also carry some older toys that aren't in stores anymore. Plus some "coming soon" attractions like a slide that goes from the second floor down, a "Geoffrey's Cafe", and other interactive installations. read more

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Michael N.

Elite 26 All-Star

473

2664

249

4 years ago

Like Jacob Marley rattling his chains in the afterlife, former retail gigantis Toys R Us refuses to fade quietly into oblivion. With lawyers, judges and forensic accountants still dismembering their corpse from countless bankruptcies and reorganizations, the fabled name of children's toydom has been resurrected as a stand alone store in the New Jersey megamall, American Dream and in a series of store-within-a-store concept shops in selected Macy's. The store itself is much cleaner and modern than the grim warehouse design from their 1980's heyday but... the new incarnation simply doesn't have the breadth and depth of inventory that created legions of "Toys R Us Kids" back when Ronald Reagan roamed the earth. And if we're telling the truth, what made the original Toys R Us such a magnet for repeat shopping was the lowest price in town on diapers and baby formula. Barbie's s__t may not stink (three cheers for her plastic colon) but apparently for the rest of the human race, the new store simply doesn't stock those humungous traffic drivers. Nostalgia may pull you in once but it ain't gonna keep you there if only Amazon and Walmart can deliver the hot toy. It felt good be back but a trek to Secaucus just isn't in the offing everytime I'm toy shopping... these chains I'm dragging around are just too heavy and unwieldy for megamall slumming. Sorry Geoffrey, I'm now a Toys R Us ghost. Four stars for the nostalgia of Christmas Past. read more

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Rob S.

0

3

1

1 year ago

Prices for standard Steiff plushes are insane at this location. We were interested in a 'Slo' the turtle, of course it didn't have the price tag but we continued to browse. When we got to the register we found out they are charging nearly 300$ for a 13" poly plush. On the Steiff website it's 75$ and apparently on sale for 38$. read more

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Henry H.

0

3

1

1 year ago

Toys "R" Us store at American Dream Mall charged $250 for a toy that retails for $90? That's a nearly 300% markup on a children's item. Exploiting scarcity at a kid's expense is disgusting. #toysrusadm read more

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Dante M.

2

156

97

2 years ago

When you walk in here you will feel young again. Two floors of toys, and an elevator! When I finally had the chance to see the store in person, I felt like a kid again. Before I went into the store I had consumed a Nashville Hot Chicken sandwich and my hands were greasy. The staff were kind enough to give me hand sanitizer to de-grease my hands. Whether you are 8 or 80, this place is worth visiting. read more

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Linda S.

156

78

14

3 years ago

Updating my review to reflect a huge decline. I have gone to this store probably two times minimum since they opened. But after the other day, I have to update my review. Every time I go, the stock is lacking. Nothing is new. No new toy releases. It feels like it isn't even a real toy store. They arranged it differently and it just looks messy. On their big display screen which faces the interior of the mall, they advertised the Barbie movie. I went in to see if they had the Barbie the Movie merchandise. Nothing. Not one doll from the Barbie movie. Why would you advertise the Barbie movie if you don't have a single product? They are selling merchandise everywhere! And this is Toys R Us! Their entire Barbie stock is constantly just old dolls, dolls that were released a year ago or over. They even have had these Barbie heads that you find at 5 Below that they sell for 11 dollars. It's just old toys, no new releases, stale and sitting on the shelf. They get leftover products that other places are unable to sell, it seems. I'm writing this because they just need to get it together! I cannot see another Toys R Us close. Come on! We're all rooting for you! read more

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Natalie S.

5

81

24

3 years ago

This rating is actually for the Geoffrey express, particularly one very nasty woman who was screaming at children for being excited about the train. I've never seen someone more miserable to work in my life. She was yelling at children, she was threatening to kick people off the train, she had a horrible attitude and scared my children, who were just very excited to ride the train after waiting upwards of an hour. When I asked her to not yell at my kids, she snapped at me as well. As a reflection of toys r us, this woman should be fired. read more

Toys R Us - Woman who shouldn't be let anywhere near children, working on 2/19/23 at 3:45 pm - Toy Stores Near Me - East Rutherford, New Jersey

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Amy E.

Elite 26

408

323

1498

4 years ago

I don't wanna grow up, I'm a toys r us kid!! Oh how I missed you!! I'm so happy you're back, please come back EVERYWHERE tho. There is nothing like the memories of when my parents would take me to TRU and now I can do the same for my children. Toy stores are a dying breed these days. I absolutely loved the store and the layout. Was very easy to find things and SO MANY TOYS!!! My kids were ecstatic. Awesome photo ops and there is now a Cafe too. Didn't check it out this time around but will be sure to in the future!! Made my day tho to see it. read more

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El D.

1

24

15

3 years ago

We were so excited to visit Toys R Us! It did not disappoint. They have a small cafe with great milkshakes and a variety of warm gooey cookies. read more

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Elizabeth T.

0

1

0

4 years ago

I went to the toys r us store and presented the coupon that was in the internet and they told me that it wasn't working in their store it can be on Macy's. How can it's one toys r us name.with diferente policy for diferente places. read more

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Joey R.

0

1

0

3 years ago

Advertised as such a big store, the stock was mediocre at best. Target or Walmart has a better collection and variety. Very dissapointing. Doesn't belong in such a prestine location. read more

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More info about Toys R Us

1 American Dream Way
East Rutherford, NJ 07073
Directions
(551) 600-8697
Call Now
Visit Website
http://toysrusdream.com

Hours

What time does Toys R Us open?

Toys R Us opens at 11:00 AM on Monday, Tuesday, Wednesday, Thursday, Friday, Saturday and Sunday.

What time does Toys R Us close?

Toys R Us closes at 9:00 PM on Monday, Tuesday, Wednesday and Thursday.Toys R Us closes at 10:00 PM on Friday and Saturday.Toys R Us closes at 8:00 PM on Sunday.

Mon-Thu 11:00 AM - 9:00 PMFri-Sat 11:00 AM - 10:00 PMSun 11:00 AM - 8:00 PM

Indoor Amenities

Does Toys R Us allow dogs?

Yes, Toys R Us allows dogs.

Outdoor Amenities

Does Toys R Us have parking?

Yes, Toys R Us has parking options. Validated Parking

Review Highlights - Toys R Us

“Such a cool location, my son loved the toy options, organization and that there was a slide.”

Mentioned in 5 reviews

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People searched for Toy Stores 14,379 times last month within 15 miles of this business.

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Pop Mart

PopMart store in the American Dream Mall, 2nd level by the Apple Store. They sell the labubu and…read moremany other toys. Small store is manned by a lot of teenagers insofar as I can tell. Restock happens regularly but in piecemeal - you grab a box, and they'll refill from below (so not a guarantee with the buying from an open box display of not getting dupes unless you get a whole sealed set). They had a line to get in. So we waited about 12-15min to get in, not bad. Staff were mostly talking to each other, didn't get in the way. Very bright decor.

The staff was nice. My kid got 3 LaBubu however they are spelled. It was on his birthday gift list…read more You can't buy the displays. They were out of something my wife wanted for the diaper bag. I'm not a fan but my kids are!

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Paradox Comics

Kaboom! Pow! Bang!…read more Thank you Paradox comics for always being there when we need you! Holy Miracles Batman! The awesome Paradox staff has helped us find #1 back issues that have been decades old and still in mint condition. Shazam! The marvelous staff has stocked the shelves with the newest figures, nostalgic figures and also some jaw dropping collectible figures. Hulk Smash! Monstrous prices during their yearly anniversary sale! Great Hera! Paradox welcomes all, children, boys and girls, adults, collectors, nerds, fans and newbies. Up, up and away! Paradox staff steps up in cosplay during the free comic book day (1st Saturday of May) and entertains the kids and fans standing on line. We have brought our nephews and nieces and they loved taking pictures with the staff in costume. Merciful Minerva! Something for everyone from, DC, Marvel, Star Wars, Star Trek to Aliens and Anime! Titans Go! If you are lookin for comics, figures, gifts or browsing. You will not be disappointed. #thankyouthursday2021

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This review is to thank Yusra for her help today. This is actually the second time she has worked…read morewith my son to make a bear, and she was so kind and patient with him both times. Every time we visit, she seems to be managing everything -- the stuffed animal station, answering questions, and handling payment -- all with such calm and care. She truly makes that location special. Even when there's a line, she makes sure each child (and adult!) feels like they're having a meaningful experience. That kind of attention and warmth is rare. Build-A-Bear is lucky to have her. I've seen her stuff four or five bears in a very short amount of time while still making each family feel valued. I hope they never lose her -- and I hope she gets the support she deserves!

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Love how I was able to buy toys from a small retailer. Easy to buy from website, fast shipping…read morewith step by step communication, and toy came as advertised. A++++

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PROS: this place was nice looking. Place is clean and organized. Good quality items…read more CONS: small for a thrift shop and I went there during normal open hours and they were closed OVERALL: not a bad toy shop, but selection is limited

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Someone in the reviews said this is similar to Daiso Japan. It is NOT. Not in the least! Daiso is…read moreway better! SELECTION Yoyoso sells a little bit more of everything compared to Daiso, but the items are on the pricier side. Especially the stationery collection, it is VERY pricey! Daiso has a much better stationery & sticker collection. This store has more pencil cases & themed journals/notebooks available. I saw one notebook priced as $15! That's a lot, and a lot of these can be found on websites like Amazon, Shein, Temu, Aliexpress, for $4-6. They do carry a wide range of goods, but nothing much of quality. If I was seriously shopping here I'd probably go for the throw pillows & maybe some of the sheets. They seemed to be the only things worth the price. DECEIVING The window, on the outside of the store, claims everything is 50% off, but when I asked about it, nothing is 50% off. Maybe during holiday season, but then the window shouldn't be claiming that. LOCATION It is opposite of Five Guys. 2nd level. You're going to want to walk opposite of Big Snow, towards Game Room but past Game Room and the Angry Birds. It's on your right hand side, just keep walking straight down, can't miss it. OVERALL I was highly disappointed that nothing was 50% off. I think I'd only come back for the throw pillows & bedding, like I said. Everything else just feels very blah to me.

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After restoration (they preserved the quirky, slightly uneven things in the face that I wanted, I'm really pleased with the result)!

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We enjoyed ourselves great place to be places is huge easily. You can get lost, but I'd return…read moreagain to explore more of the area and I'm happy that I exist.

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Star Wars Popup (May 2026)

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