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.