“Timmy The Rat” Character Pops Up on Social for the Opening
East Rutherford, NJ, June 3, 2026: On Friday, June 5th global lifestyle brand Timberland will officially open the doors to its new retail store at the American Dream Mall.
The maker of The Original Yellow Boot™ is crafting an immersive experience for consumers that highlights Timberland’s rich heritage and craftsmanship. Activities slated for the opening include a boot customization station with purchase, featuring a lace and patch bar plus laser engravings.
Timberland’s new global character Timmy the Rat, revealed to the world on social media on June 1, will take the scenic route from New York City to New Jersey, bringing his unapologetic attitude with him. Illustrated by renowned cartoonist and graffiti artist Shaun Crawford, Timmy is a street icon who speaks to Timberland's authentic city style and outdoor heritage. (Because let’s face it; what says “city” and “outdoors” better than a rat?) Both a local legend and global citizen, Timmy is loyal to his city roots, with a deep love for community, cultural exchange, and worldwide adventures.
New iterations of Timmy will be revealed as he pops up for store openings across the globe, donning looks that reflect the local style scene. For the American Dream opening, Timmy straps on skis and braves the indoor roller coaster—always one to make the most of any moment.
Key Dates: June 4-6
- Timmy the Rat Social Media reveal: Thursday, June 4
- American Dream Store Opening: Friday, June 5
- In-Store Customization: Friday-Saturday, June 5-6
Location: American Dream Mall
1 American Dream Way, East Rutherford, NJ, 07073
The Timberland American Dream store will carry large assortment of footwear, apparel, and accessories for men, women, and kids. Footwear highlights include iconic silhouettes such as the Premium 6-Inch Boot, Timberland PRO safety footwear for the trades, and new casual and outdoor styles. Apparel focuses on everyday layers and Timberland’s signature outerwear. The store joins 13 other Timberland outlet and specialty stores in the greater New York/New Jersey area.
About Timberland
Timberland is a global lifestyle brand rooted in a rich heritage of life and work in the outdoors and inspired by a relentless spirit of adventure, craftsmanship, and innovation. Since its founding in 1973, Timberland has become synonymous with weather-ready, heritage style that’s equally at home on city streets, festival grounds, and mountain trails. From runway shows to sporting events, Timberland is embraced as a global icon of style and substance.
At the heart of the brand is the original Timberland® yellow boot. With its bold design and gritty attitude, this boot has transcended its humble roots to become a cultural and fashion statement recognized worldwide. Today, Timberland continues to blend rugged durability and refined design across footwear, apparel, and accessories, delivering premium, crafted style that helps you stand tall and make your mark.
Headquartered in Stratham, New Hampshire, USA with international offices in Stabio, Switzerland and Shanghai, China, Timberland is a VF Corporation brand. Through timberland.com, dedicated Timberland® retail stores, and trusted wholesale partners, Timberland serves customers in over 100 countries. Follow us @timberland or @timberlandpro.