Much cooler (hotter?) but probably more expensive…

Macys owns the name in the US and uses it to mark their toy section. It is super sparse and not at all exciting.

They only did that AFTER releasing it as a walled garden that people had to jump through a bunch of hoops to join.

Well that’s the main issue isn’t it? It’s not that the idea is bad, it’s all the cut corners on safety and quality. Same reason I won’t be getting into one of Elons cars or rockets.