Business News

New look for Valley Stream Toys R Us

Grand re-opening celebration held July 9


Although the Valley Stream Toys “R” Us never closed, a grand-reopening celebration was held last Friday morning. That’s because the store was redesigned to include Babies “R” Us.

About one-third of the 45,000 square foot store on Sunrise Highway, just east of the Green Acres Mall, was converted for Babies “R” Us. The redesign of this store is part of an ongoing strategy since 2006 to bring the two brands together under one roof in an integrated side-by-side store format. Since the company embarked on its integrated store strategy, it has converted nearly 70 stores in the United States with plans for more.

The Valley Stream store underwent a major renovation to provide customers with a streamlined shopping environment that is easy to navigate and showcases exclusive and private brand product offerings. On July 9, the grand-reopening was celebrated with a ribbon-cutting ceremony, discounts, giveaways, kid-friendly activities and visits from popular costumed characters.

The store also celebrated the “I want to be a Toys ‘R’ Us Mom” promotion, an incentive to make mothers feel more welcome in the store. There were secret coupons offered, and the first 100 people through the door last Friday morning received a free gift bag valued at more than $100.

“We look forward to providing new and expectant parents with an incredible product selection and the best-in-class baby registry that Babies“R”Us is known for,” said Jerry Storch, chairman and CEO of the toy chain, “while rewarding our loyal Toys “R” Us customers in Valley Stream with an enhanced shopping experience where we can present the best of both brands.”

Opened as baby furniture store Children’s Bargain Town in 1948, founder Charles Lazarus soon added toys to the store’s assortment in response to repeated customer requests. Approximately 10 years later when he opened his second store, Lazarus settled on the name Toys“R”Us with the now iconic backwards “R.”