AMERICAN DREAM REINVENTS THE HOLIDAY SHOPPING EXPERIENCE WITH UNIQUE GIVEAWAYS, IMMERSIVE EVENTS AND EXCLUSIVE SHOPPING
Featuring Apollo Theatre Auditions on November 15 and a Live Performance by Max McNown on December 15
EAST RUTHERFORD, NJ (November 13, 2025) – American Dream continues to redefine the holiday shopping experience by offering unique events and unmatched experiences, complementing the destination’s extensive portfolio of retail, attractions and dining offerings.
The festivities begin with Santa’s arrival parade on November 15, followed by an action-packed Black Friday that kicks off a holiday season full of events, giveaways and activations. The first 250 eligible guests arriving on Black Friday, with line up starting at 5:00 a.m., will have the opportunity to strap into the Double Dare Human Crane or spin the prize wheel inside Nickelodeon Universe, starting at 6 a.m. and grab highly coveted prizes.
Guests can then continue their holiday shopping starting at 7 a.m. or enjoy one of the property’s 30-plus attractions, many of which will open as early as 6 a.m., including free skating at The Rink and free roller coaster rides on Shellraiser and free admission to the Paw Patrol Hero Academy at Nickelodeon Universe from 6 – 8 a.m.
Also on November 15, the Apollo Theatre brings the magic of Amateur Night to American Dream with open auditions for its annual Amateur Night Holiday Special. Then, on December 15, rising musical star Max McKnown will perform at American Dream at 6:30 p.m., culminating a three-week toy drive collaboration with Audacy’s NEW 102.7’s Karen Carson In The Morning, beginning on November 24.
“American Dream is unmatched compared to other shopping and entertainment destinations in the world, and this will once again be on full display this holiday season,” said Adam Petrick, Chief Marketing Officer of American Dream. “Where else can you meet Santa, cross off your holiday shopping list, hit the slopes, make gingerbread houses, ride a roller coaster and win an incredible prize giveaway - all in the same day? This will be another epic holiday season at the Dream, where lasting memories will once again be created with friends and family.”
American Dream continues to set the standard in retail, offering something for every holiday shopper. Since last holiday season, American Dream has added new stores, including Card Vault by Tom Brady, Bandai Namco, Steve Madden, rag & bone/Miramar, Iris Galerie, Arabian Oud, Rolife, Rowan, Claire’s and more. Abercombie and Fitch is expected to open soon, while ALO is also slated to open this holiday season, with an anticipated late December arrival. These additions enhance an already impressive retail collection featuring flagship locations of Altar’d State, Alexander Wang, Amouage, Balenciaga, Bape, Canada Goose, Dolce & Gabbana, Ferrari, Foot Locker, Gentle Monster, Hermes, Saint Laurent, Tiffany & Co. and Zara.
The property also boasts the only US locations for The ADdress, Arabian Oud and E.P. Yaying, as well as the only New Jersey locations for Aland, Alexander Wang, Amouage, BAPE, COS, Couture Kids, Ferrari, Gentle Monster, Iris Galerie, Jonathan Adler, Saks Fifth Avenue and TimeVallèe.
American Dream's immersive luxury shopping and dining experience – The Avenue – features Saks Fifth Avenue, Hermès, Rolex, Cartier, Watches of Switzerland, Saint Laurent, Tiffany & Co., Gucci, Balenciaga, Dolce & Gabbana, Ferrari, Gentle Monster, Canada Goose, Carpaccio, (a fine-dining Italian restaurant), and more.
This year, American Dream also introduced new attractions, including Dream 360, Hapik, Great Big Game Show, Gabby’s Dollhouse Splash Pad, Bam Kazam, Double Dare Human Crane and Ninja Kidz Action Park, joining Nickelodeon Universe Theme Park, DreamWorks Water Park, Big Snow and The GAMEROOM Powered by Hasbro. Dining options have expanded as well, with new additions such as Dream 360, Poki Poke, T-Swirl Crepe, Hey Tea and more.
KEY EVENTS
Santa’s Debut at Holiday Dreamland
Santa Claus will kick off the holiday season with a festive “Santa Spectacular,” including a celebratory parade led by St. Nick to his new home at Holiday Dreamland.
Dates: November 15 at 10:30 a.m.
Location: Starting at Coca Cola Bubble (Court A)
Apollo Theatre at American Dream
The Apollo Theatre will bring the magic of Amateur Night to American Dream with open auditions for its annual Amateur Night Holiday Special - a festive version of the classic talent competition that has been launching artists’ careers since 1934. Pop-up performances from Amateur Night alumni, an Apollo/Coca-Cola giveaway with soda sampling, and behind-the-scenes interviews with artists and performers will accompany the first-come, first-served auditions. Up to 125 vocalists will audition.
Dates: November 15 from Noon – 4 p.m.
Location: Court D
Santa Photos and Santa Paws
Capture the magic of the season with holiday photos with Santa at Holiday Dreamland. Additionally, The Signature Santa Experience is available for purchase, including an extended 15-minute visit with Santa, elevated photo sessions, Story Time with Santa and special keepsakes.
Dates: November 15 – December 24, open seven days a week
Location: Holiday Dreamland
Special Santa Paws Pet Nights allow guests to bring their furry friends (dogs only) for photos.
Dates: November 17, 24; December 1, 8, 15 from 4 - 7 p.m.
Location: Holiday Dreamland
Max McNown Concert and Dream Big. Give Bigger
In collaboration with Audacy’s NEW 102.7’s Karen Carson In The Morning, American Dream will host a three-week holiday toy drive benefiting New York City foster Kids, culminating in a live performance by rising musical star Max McNown on December 15.
Toy Drive Dates: November 24 - December 15
Concert: December 15 at 6 p.m.
Location: Dream Stage
** Ticket information to be released on a later date
Black Friday Weekend
American Dream transforms Black Friday into more than just a day of shopping, featuring exciting prize giveaways with the Black Friday Dream Grab at both the Human Crane and Spin-to-Win Wheel, with line up starting at 5 a.m. Guests can also enjoy free skating at The Rink and free roller coaster rides on Shellraiser and free admission to the Paw Patrol Hero Academy at Nickelodeon Universe from 6 - 8 a.m., and purchase early-morning tickets to catch waves at Skudin Surf.
Dates: November 28, beginning at 6 a.m.
Breakfast with Characters
Celebrate the holidays with Nickelodeon’s SpongeBob over breakfast at Marcus Live!
Dates: December 7 at 9 a.m.
Location: Marcus Live!
Merry Mondays at Marcus Live!
Every Monday night in December, enjoy dinner, decorating and festive fun, including gingerbread cookie decorating and hot cocoa bars.
Dates: December 1, 8, 15
Location: Marcus Live!
Friday Night Lights
On Friday nights in December, various American Dream brands take the Dream Stage, offering interactive experiences, entertainment, and exclusive product sampling.
Dates: December 5, 12, 19, 3 – 9 p.m.
Location: Dream Stage
Santa Brunch
Enjoy a magical morning with Santa at Carpaccio for brunch, featuring festive activities and delicious treats.
Dates: December 13, 14, 20, 21
Location: Carpaccio
Noon Year’s Eve
American Dream’s youngest guests can welcome the New Year early with a daytime celebration at Nickelodeon Universe, including a special countdown to Noon.
Date: December 31 at 11 a.m.
Location: Nickelodeon Universe
HOLIDAY THEMED ATTRACTIONS
Nick The Halls
Get in the holiday spirit with Nick the Halls at Nickelodeon Universe! Create endless memories with your favorite Nickelodeon friends dressed in their holiday best. Ask an Elf to help you write a letter to Santa, decorate ornaments, or make a festive craft in the Elf Workshop. Enjoy dancing in snow flurries during our Nick the Halls Dance Party.
Dates: Daily beginning November 22 (Weekend only Dance Parties)
Location: Nickelodeon Universe
Gamenights at The GAMEROOM
Enjoy the holiday season at Hasbro with specialty shakes, a prix-fixe family-style menu and board games that bring everyone together.
Dates: December 4, 11, 18 from 5 – 9 p.m.
Location: The GAMEROOM Powered by Hasbro
Rink Remix
Skate to the beat with food, fun and festive getaways.
Dates: December 5, 12, 19
Location: The Rink
Geoffrey’s Express
Guests of all ages can enjoy a train ride through American Dream on Geoffrey’s Express, decorated with festive Christmas Lights.
Dates: Running daily beginning December 8
Location: Second floor outside of Toys"R"Us
Angry Birds: Holiday Party
Celebrate the holidays with Red the Angry Bird and win prizes for a hole-in-one while enjoying arts and crafts projects and enjoying face painting and balloon artists.
Dates: December 21 from Noon – 4 p.m.
Location: Angry Birds
Mirror Maze: Theme Maze
Navigate your way through the holiday-themed maze as festive lights and music fill the attraction.
Dates: December 8 – January 4
Location: Mirror Maze
Characters of the Dream Parade
Watch your favorite American Dream characters parade throughout the center and take pictures alongside your favorite friends.
Dates: December 20 and 21 at 3 p.m.
Location: Begins in Court A
Winter Wonderland
Immerse yourself in a winter wonderland with a wintry landscape where snowflakes fall and twirl around you. Embrace the joy of the season as you stroll through our snow-covered wonderland, a perfect setting for unforgettable moments and holiday bliss.
Dates: All Season
Location: The Garden
OTHER HIGHLIGHTS
Coca Cola Gift Wrapping
Bring your holiday gifts to Holiday Dreamland for free gift wrapping, courtesy Coca Cola.
Dates: November 28, 29; December 12, 13, 16, 20, 22, 23, 24, Noon – 8 p.m.
To learn more about the holiday season at American Dream, visit https://www.americandream.com/holiday-season
or for retail deals visit https://www.americandream.com/deals/category
ABOUT AMERICAN DREAM
American Dream, developed by Triple Five Group, is an unparalleled mix of world-class entertainment, retail and dining, comprising more than 3-million square feet just minutes away from New York City in East Rutherford, New Jersey. American Dream is home to leading attractions, including DreamWorks Water Park, Nickelodeon Universe Theme Park, Ninja Kidz Action Park, Sesame Street Learn & Play, THE GAMEROOM Powered by Hasbro, New Jersey Hall of Fame, LEGOLAND Discovery Center, SEA LIFE Aquarium, Big SNOW Ski Hill, Dream Wheel – a 300-foot observation wheel overlooking the NYC skyline. American Dream's immersive luxury shopping and dining experience – The Avenue – features Saks Fifth Avenue, Hermès, Rolex, Cartier, Watches of Switzerland, Saint Laurent, Tiffany & Co., Gucci, Balenciaga, Dolce & Gabbana, Ferrari, Gentle Monster, Canada Goose, Carpaccio, a fine-dining Italian restaurant, and much more. The retail and dining collection is further expanded with flagship locations for Aritzia, H&M, PRIMARK, Uniqlo, Sephora and Zara; as well as the Toys"R"Us global flagship, the only standalone location in the U.S, the first-ever MrBeast Burger restaurant, world renowned chef Marcus Samuelsson’s Marcus Live! and the world's first and only "candy department store," IT’SUGAR. American Dream also hosts major events and activations in partnership with celebrities and leading brands, including the NBA, WWE, Club World Cup, Coca-Cola, the New York Giants, Nintendo, Dragon Ball, the Jonas Brothers, Tom Brady, Kendrick Lamar & SZA, MrBeast, and more.