in 1977, they took over ""children's palace"," another toy store founded in 1968, and became the second biggest toy store behind toys r us, who in some areas were located nearby of other stores. their flagship store opened in 1989 in framingham near the shoppers world mall. the store was a success, and child world attempted to change the layout of 11 other stores to match up with the store. but things started to fall for child world in the 1990s.