Schleich debuts first Eldrador concept store at American Dream Mall’s Toys R Us store

Schleich has debuted its first Eldrador concept shop inside the Toys R Us flagship store at the American Dream Mall in East Rutherford, New Jersey.

“At schleich, we believe every kid has a storytelling superpower,” said Kelli Masilun, Senior Director of North American Marketing at schleich.

“Through this partnership with Toys R Us, we’re creating an immersive space where kids and families can step into the fantastical world of Eldrador and let their imaginations soar. Collaborations like this allow us to transform an ordinary shopping trip into something extraordinary – an experience families can share, remember, and enjoy together.”

The dedicated Eldrador space boasts a life-size animatronic Shadow Hound. Fans can also watch the new Eldrador series on a digital kiosk or check out the Battle Cave Arena diorama.

“Toys R Us has always been a destination where imagination comes to life, and our global flagship at American Dream continues to set the standard for what the future of play at retail looks like,” said Kim Miller Olko, Global CMO at Toys“R”Us.

“Together with our partners at schleich, we’re bringing fans an exclusive, larger-than-life Eldrador experience that goes far beyond product – it’s interactive, cinematic, and completely unforgettable. This is just the beginning of how Toys R Us will continue to reimagine in-store storytelling and deliver magical, only-at-TRU moments for kids and families around the world.”

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