Toys R Us is planning an exciting comeback in the U.S. by expanding its physical presence with up to 24 new flagship stores. Additionally, the toy retailer will launch new locations at airports and on cruise ships, starting this holiday season.
The parent company of Toys R Us, WHP Global, recently announced the “Air, Land and Sea” expansion strategy. The plan includes opening flagship stores in partnership with Go! Retail Group, targeting prime cities that complement the current retail footprint of the brand.
The first airport store is scheduled to open in November at Terminal A of Dallas/Fort Worth International Airport, one of the busiest airports in the world.
“The Toys R Us brand is growing rapidly, and our expansion into air, land, and sea demonstrates its strength,” said Yehuda Shmidman, WHP’s chairman and CEO.
This expansion plan signifies a gradual revival of the once-ubiquitous brand.
In 2017, Toys R Us filed for bankruptcy and eventually went into liquidation. At the time, the company operated 1,691 stores and licensed 257 stores across 38 countries. In 2021, WHP acquired a controlling interest in Toys R Us’ parent company, Tru Kids, with plans to open more stores across the country.
Shmidman expressed his intent to open a combination of flagship, pop-up, and airport stores as the retail landscape shifted post-Covid. In summer 2021, WHP announced the opening of over 400 new Toys R Us stores at Macy’s locations nationwide.
In a recent statement, Shmidman revealed that the company has expanded Toys R Us’ global footprint by over 50% since the acquisition, with more than 1,400 stores and e-commerce sites in 31 countries.
One notable store is the flagship two-level location at the American Dream megamall in New Jersey. This 20,000 square foot store offers immersive experiences for kids, including a two-story slide, café, and ice cream shop.
The new flagship stores will be designed to deliver similar immersive shopping experiences, inspired by the American Dream location. However, the New Jersey store will likely remain the largest.
This expansion also includes bringing Toys R Us to airports and cruise lines to cater to the growing travel retail market. The partnership with Duty Free Americas will offer customers the opportunity to shop for their favorite toys and regional merchandise at the Dallas airport. Furthermore, the company plans to offer a range of toys and cruise-themed merchandise for the cruise industry.
WHP stated that the Toys R Us brand generates annual global retail sales of over $2 billion.
Denial of responsibility! Vigour Times is an automatic aggregator of Global media. In each content, the hyperlink to the primary source is specified. All trademarks belong to their rightful owners, and all materials to their authors. For any complaint, please reach us at – [email protected]. We will take necessary action within 24 hours.
