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Toys “R” Us Flagship

Times Square, New York

The “Center of the Toy Universe” features a theatrical shopping experience for the thousands of guests who visit the store each day.

Toys “R” Us flagship store in Times Square is the largest toy store in the world. Attractions include two exterior LED displays, and the largest synchronized scrolling sign system in the world. Inside is a theatrical marketing experience segmented into themed zones branded through architecture, product displays, and the sight and sound of an interior network of over 100 video displays, 18 zones of audio, a life-size animatronics T-Rex dinosaur, projectors, lighting and more.

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S+T has been honored with numerous design awards for the content we've created for our
clients, including Emmy's, PROMAX, Times Square design and Digi Awards.