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The Center of the Toy Universe: Toys 'R' Us Times Square

November 20, 2007 - by City Guide
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Take a ride on the only indoor Ferris Wheel in the heart of New York City--at Toys "R" Us Times Square. Only at The Center of the Toy Universe (TM) will you see a dramatic 60-foot Ferris wheel--complete with flashing chevron neon lights. The ride features 14 individually themed cars each inspired by a favorite children's toy or character. A portion of the proceeds from the Ferris Wheel admission price goes directly to the Toys "R" Us Children's Fund--supporting the work of children's charities across the country.

On the lower-level, kids can buzz through the 5,500-square feet Videogame department, which features the hottest electronics, technology "toys," and games for the hippest kids, teens and adults. It features the latest electronic diversions from Sony Playstation 3, Nintendo Wii, Microsoft XBOX 360 and Gameboy DS. Families looking for the perfect electronic items to add to their lives should check out the store's new Sony boutique. Filled with the latest assortment of increased assortment of Sony products including digital still cameras, digital camcorders, portable MP3 and CD players, laptops, and more.

Serious collectors can hit one out of the park when visiting the Sports Memorabilia & Collectibles area. Display cases exhibit one-of-a-kind autographed balls, jerseys, helmets, bats, gloves and more that are sure to entice every sports fan. There are even selections for fans of every professional game including baseball, football, hockey and basketball.

Stop in at Geoffrey's Universe on Level One to find Toys "R" Us Times Square and New York City memorabilia for loved ones back home. From Geoffrey-inspired T-shirts and baseball caps to I[heart]NY paraphernalia to teddy bears, the souvenir shop has gifts to suit the tastes of both kids and adults. Guests can even show the rest of the city that they love Toys "R" Us with a selection of shirts, hats and more that feature the iconic logo of "The World's Greatest Toy Store."

When you reach Level Two, you'll be greeted by Superman, as he rescues the store from a runaway truck outside of the world of Action Figures & More. Whether battling alongside Teenage Mutant Ninja Turtles, Transformers, the X-Men, or Star Wars characters, kids will be energized to engage in heroic endeavors.

Romp through the gates of Jurassic Park, which features a 5-ton, 20-foot high and 34-foot long animatronic Jurassic Park T-Rex dinosaur with an awesome roar and realistic movements. The dinosaur stands guard over collectible Science Fiction and Fantasy merchandise, where guests will find the perfect addition to their collections.

See the New York City skyline as never before--constructed entirely out of LEGO bricks. Gaze at the 25-foot replicas of the Empire State Building, the Chrysler Building, and the Statue of Liberty.

Doll enthusiasts can visit Barbie in her two-story, 4,000-square-foot, "contemporary" Barbie Dollhouse, housing the latest in Barbie merchandise and fashions. There are even dolls beyond the imagination including limited edition Barbie dolls for enthusiastic collectors.

Kids of all ages make their next move to the most innovative Games department ever developed. Whether a new twist on the classic Monopoly or the latest DVD game, kids will never be bored with this selection of board games, puzzles and more that make every shopper ready for friendly competition.

Next up is the department that's got you covered! When dressing children with their favorite toy characters, look no further than the Kids Apparel shop, which features an array of seasonal ensembles, t-shirts, separates, pajamas, and accessories, as well as children's fitting rooms and color-coded sizing guides for guest convenience.

New parents can follow the stork to the Baby/Juvenile Department, a one-stop-shop for new and expectant moms, featuring the latest year-round baby gear. Moms-to-be will delight at the array of items for the nursery, bath, playtime, and more.

Toys "R" Us Times Square is located at 1514 Broadway at 44th St., 1-800-869-7787. For more information, visit

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