Toys “R” Us returned to the U.S. market in a big way with the opening of its first two-level flagship store at American Dream, the mega entertainment and retail complex in New Jersey. The iconic toy retailer knew it needed to ensure an easy, fun and memorable shopping experience for both children and adults, so it partnered with OPTO to help realize its carefully designed merchandising plan. With thousands of products across various toy brands, it was crucial to maximize merchandising space, effectively showcase product lines, and efficiently manage customer traffic at checkout. Toys “R” Us needed fixtures that would be flexible, durable, and functional, and OPTO’s Edge and Evolve collections were the perfect solution. They included modular floor and wall fixtures with the capacity for various types of merchandise, large format sign frames to distinguish product categories, and a sizable, fully-merchandisable queue line solution to manage customer lines and maximize impulse sales.