The brilliance of the Times Square Toys "R" Us is its power to reduce anyone—adults and others alike—to fawning children. It could be the massive Ferris wheel, or maybe the animatronic Tyrannosaurus Rex from Jurassic Park that towers menacingly over visitors. It could even be the life-size dollhouse that encompasses the store's vast collection of Barbie dolls (in the classic Matel pink, no less). It's likely to be those things, along with this flagship location's all-consuming variety of toys and gadgets that renders all shoppers speechless, with an area for making customizable stuffed animals (complete with birth certificates!) and the "R" Zone, where kids of all ages can pick up the latest video game system, games, and every imaginable accessory. Who wants to grow up, anyway?