The giant Toys R Us Ferris Wheel in Times Square served up its last ride Wednesday.
The flagship store closed its doors for good after being in operation since 2001.
Toys R Us decided not to renew the lease for the location earlier this year. The company says it's looking for another space in Midtown.
Some customers, both young and old, are sad to see it go.
"This is one of the first places we come to with the kids, so we're a bit sad that they're closed now," said one customer.
"The fact that its not going to be here anymore, literally, it's a landmark of New York City. That's how I feel," said another.
"I'm sad," said a third. "You can have a lot of fun here."
"I'm going to miss the toys and everything that's upstairs and downstairs," said a fourth.
Over the summer, the company shut down the FAO Schwarz store in Midtown. Toys R Us said at the time it was looking for a new location, but no announcement has been made yet about its future.