Iconic ’90s toy store Toys “R” Us is making a comeback to an Overland Park mall.
Oak Park Mall announced on its Instagram account this week that the big-box toy retailer known for its Geoffrey the Giraffe mascot and catchy “Toys ‘R’ Us Kid” jingle will be added to the mall’s lineup of tenants.
“Get ready to relive the magic, and share it with your kids. Opening date coming soon, so stay tuned!” the mall said.
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Oak Park Mall’s online directory shows Toys “R” Us is set to go into a space on the western side of the mall, four doors down from the JCPenney anchor store, between a Street Dept men’s clothing store and a Helzberg jewelry store.
3 Toys “R” Us locations in KC area
There are currently three Toys “R” Us retail locations in the Kansas City area, but they all operate inside Macy’s stores, including the one at Oak Park Mall.
There are other Toys “R” Us outlets at the Macy’s locations at Leawood’s Town Center Plaza and at Metro North Mall in Kansas City.
Oak Park Mall’s announcement did not say what would happen to the Toys “R” Us inside the Macy’s at the mall once the standalone Toys “R” Us opens.
There are no other toy stores like Toys “R” Us at the mall. A Build-A-Bear Workshop and Barnes & Noble Booksellers are the only other stores listed under the mall’s “Toys & Games” heading.
Part of a broader Toys “R” Us expansion
Toys “R” Us peaked in the 1990s with more than 1,400 retail locations worldwide, capitalizing on growing demand for toys in the latter half of the 20th Century.
It was a key outlet for marketing and selling iconic toys of the era, including Legos, Nintendo gaming systems, Mr. Potato Head and Cabbage Patch dolls.
At the time, Toys “R” Us was a novelty: a big-box store focused just on toys. But in the early 2000s, its market power and influence faded as it came into competition with even bigger retailers like Target and Walmart.
The company now has 40 standalone stores and shops inside Macy’s locations, but in September it announced expansion plans that will triple that, with 120 new standalone stores set to open in the coming months.
The company says it wants the new stores open by the holiday shopping season.
“This holiday season represents an extraordinary expansion … and we couldn’t be more excited to bring the magic of Toys ‘R’ Us to so many communities across the country,” said Gideon Schlessinger, CEO of Go! Retail Group, which is partnering with Toys “R” Us.
“There’s something special about walking into a Toys “R” Us store, especially during the holidays — the excitement of discovering the hottest toys, seeing favorite brands and characters come to life,” he said.
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