Global cartoon network Nickelodeon has opened its first ever retail store inside the Big Apple flagship of US chain Toys”R”Us.

The entertainment company’s 1,000sqm concession store at New York City’s iconic Times Square is packed with merchandise for children and adults alike.

Famous children’s shows like Dora The Explorer through to Spongebob Squarepants are represented via branded merchandise product, such as apparel, soft toys, and homewares.

The interior of The Nick Shop, located on the first level of the toy store’s flagship, features the company’s trademark bright orange and stencils of cartoon characters.

It also features LED monitors that look like a unified canvas from far away, but are actually interactive screens for customers to swipe and tap through with their hands up close.

“Times Square is one of the world’s most-visited attractions,” says Pam Kaufman, chief marketing officer, Nickelodeon Group.

“Now consumers from all around the world can take home a piece of the number-one entertainment brand for kids, in the number-one city in the world.”

Nickelodeon, which is now in its 34th year, will sell exclusive items at the Toys”R”Us. It is not yet clear if further concessions are being rolled out.