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

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

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 While it was fairly well stocked and the shelves were full, the stock in general is outdated (at least the sections we checked) - meaning you'll find some things that were relevant/popular maybe 3+ years ago, but not as much for current.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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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

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

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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

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

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

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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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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

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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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

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

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

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

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

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

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

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

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

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