It was quite the scene at American Dream Mall Sept. 6: Thousands of tweens, crammed into the Dream Stage atrium or running five deep at the railings on the two tiers overlooking the atrium, all screaming. Parents drenched in sweat, plugging their ears, their shoulders now mere benches for their children, who craned necks for a glimpse at the stage.
The ado was in anticipation of the arrival of one young woman: social media star and gymnast Salish Matter, who was at the mall for the launch of her beauty line, Sincerely Yours (available at Sephora), and a pop-up shop in the mall.
Salish and Jordan Matter, and the Ninja Kidz, show up at American Dream mall
Salish’s father, Jordan Matter (an influencer in his own right with 2.3 million Instagram followers), effectively emceed the event, hyping up the crowd, running giveaways and ushering in guests like the Ninja Kidz. The Kidz (who have almost 24 million YouTube subscribers) are stars of an action-packed, family-centric web show and recently opened the Ninja Kidz Action Park at the mall.
Eventually Salish descended the escalator to make an appearance on stage (to much… more screaming), and spent a few minutes thanking the jubilant crowd for showing up to the event.
Sep 6, 2025; East Rutherford, NJ, USA; A crowd waits to see Jordan Matter and Salish Matter at the American Dream mall.
Sincerely Yours is billed as the “first teen skincare brand launching exclusively at Sephora” — as such, crowds made their way over to the beauty brand’s retail spot in the mall for another appearance from the Matters.
The popup was one-day-only (Sept. 6), and featured Sincerely Yours swag and products like makeup, clothes and beauty products. A line of hundreds of people snaked from the entrance to the pale yellow, branded popup shop throughout the morning.
Ninja Kidz Action Park opens at American Dream
The Ninja Kidz, meanwhile, touted the opening of their activity area on the fourth floor of the mall. It’s the brand’s flagship location and first destination on the East Coast. It includes over 20 activities including trampolines, soft play areas, basketball hoops, dodgeball zones, ziplines, virtual reality games, laser mazes, tumble tracks, slides and aerial skills challenges.
Sincerely Yours products are now available at Sephora and the Ninja Kidz Action Park is now open: a 90-minute pass is $39.99 and an all-day pass is $54.99 (monthly memberships are also available).
Matt Cortina is a reporter for NorthJersey.com/The Record. Reach him at mcortina@gannett.com.
This article originally appeared on NorthJersey.com: Salish Matter, Ninja Kidz drop into American Dream mall