AMERICAN DREAM IS DIALING UP THE DAZZLE THIS FESTIVE SEASON, BLENDING FASHION, FUN, FEASTS, AND FANTASY EXPERIENCES FOR AN IMMERSIVE HOLIDAY FETE BEYOND COMPARE

BY EMMA FLOYD PHOTOS COURTESY OF AMERICAN DREAM

Before the sun rises on Black Friday, the lights inside American Dream are already shining. At the heart of the complex, Nickelodeon Universe the country’s largest indoor theme park begins its biggest season of the year. At 6 a.m., the first 250 guests to arrive will have the chance to strap into the Double Dare Human Crane or spin the Nickelodeon prize wheel, with giveaways that range from electronics and sports tickets to private park buyouts. From there, the morning opens wide: free roller coaster rides on Shellraiser, complimentary skating at The Rink, and free admission to Paw Patrol’s Hero Academy until 8 a.m.

The event sets the tone for the holiday season at American Dream, where everything feels larger full of life and wonder. The three-million-square-foot property blends retail, dining, and entertainment into one seamless, sensorial experience. Alongside Nickelodeon Universe, guests can explore the DreamWorks Water Park, Ninja Kidz Action Park, The GAMEROOM Powered by Hasbro, and Big Snow, the country’s only indoor ski slope. The combination is unexpected part amusement park, part luxury shopping and dining destination yet each element enhances the other. This season, Nickelodeon Universe introduces Nick the Halls, a holiday celebration that kicks off on November 22 and runs daily through the season. Guests can decorate ornaments in the Elf Workshop, write letters to Santa, or dance in snow flurries at the weekend-only Nick the Halls Dance Party. Beloved Nickelodeon characters appear throughout the park in festive looks SpongeBob, the Teenage Mutant Ninja Turtles, and the Paw Patrol crew – turning the park into a holiday wonderscape built on nostalgia and joy.

Families can also join Breakfast with Characters at Marcus Live! on December 7, where SpongeBob and friends trade roller coasters for pancakes. Later in the month, Nickelodeon Universe hosts Noon Year’s Eve, a daytime countdown that lets kids celebrate the New Year early, complete with confetti, music, and photo ops. “It’s about creating moments families can share,” said Gregg Schwartz, director of public relations at American Dream. “You can start the day at Nickelodeon Universe, skate at The Rink, explore the shops, and end with dinner or a show, all without ever leaving the building.” That fluid experience between attractions, retail, and dining defines American Dream. Guests can move from the neon rush of Nickelodeon Universe to the curated calm of The Avenue, the property’s luxury wing anchored by Hermès, Saint Laurent, Tiffany & Co., and Saks Fifth Avenue. It’s also home to Carpaccio, an elegant Italian restaurant that has quickly become a dining landmark in its own right.

Beyond The Avenue, the broader retail landscape continues to evolve. This season, American Dream welcomes three distinctive new stores Arabian Oud, Rowan, and Rolife each offering something different to explore. Arabian Oud, the world’s largest Arabian fragrance retailer, brings centuries of artistry to its new location with an immersive, scent-driven design. Rowan redefines ear piercing as a safe, celebratory experience led by licensed nurses. At the same time, Rolife offers 3-D puzzles, miniature worlds, and DIY kits that invite guests to create their own projects. Together, they reflect American Dream’s approach to retail: rooted in craft, curiosity, and culture.

“Each of these additions showcases our commitment to offering a diverse mix of brands that bring creativity and craftsman ship together,” said Adam Petrick, chief marketing officer of American Dream.

“You can start the day at Nickelodeon Universe, skate at The Rink, explore the shops, and end with dinner or a show, all without ever leaving the building.”

“From fine fragrance to self-expression and design, every new store enhances the overall guest experience.”

The growing retail portfolio now spans everything from global icons like Balenciaga, Dolce & Gabbana, and BAPE to destination boutiques such as Iris Galerie and Gentle Monster. Soon, Abercrombie & Fitch and ALO will join the lineup, alongside recent additions like Bandai Namco, Steve Madden, and Card Vault by Tom Brady. The mix reinforces what sets American Dream apart: a sweeping, multi-sensorial destination, where entertainment, shopping, and lifestyle intersect on an ambitious scale. One moment you’re watching your kids race through Nickelodeon Universe, the next you’re browsing Ferrari’s fierce fashion line or trying on watches at Rolex.

As the year closes, American Dream becomes a world of its own; it’s a place designed not just to entertain but to engage, to cement lasting memories that will linger for a lifetime. This season, American Dream earns its name: a playground of possibilities, where everyone, regardless of budget, can celebrate, shop, dine, and dream together.

American Dream

1 American Dream Way, East Rutherford /

833.263.7326 / americandream.com