Toys R Us Expands with 120 New U.S. Stores for Holiday Season
This holiday season, Toys R Us is embarking on a significant expansion in the United States by opening 120 new stand-alone stores. The move is part of a partnership with Go Retail Group, which will bring the total number of the toy retailer’s stand-alone locations to 160 nationwide.
On-ground Enhancements and Offerings
To enhance the customer experience, some of the new store locations will include Creator Studios, which provide a space for influencers and toy brands to produce content. Additionally, certain outlets will offer candy shops and cafes, adding to the interactive element for customers.
Strategic Vision and Product Range
As part of Toys R Us’s strategy to reach customers across various platforms, these new locations will host a curated selection of toys and gifts from well-known brands such as Lego, Barbie, Pokémon, and KPop Demon Hunters. Jamie Uitdenhowen, executive vice president of Toys R Us at WHP Global, hailed this expansion as a significant step in increasing the company’s presence in the U.S.
Historical Context and Future Plans
This expansion mirrors a similar but smaller initiative last year, when Toys R Us opened over 30 stores—including flagships and seasonal holiday shops—during the same period.
Toys R Us’s resurgence follows a financial overhaul after filing for Chapter 11 bankruptcy in 2017 and liquidating its U.S. operations by 2018. Reborn as Tru Kids, the brand sold a controlling interest to WHP Global in 2021, a company that also manages brands such as Express and Marc Jacobs.
Market Presence and Collaborations
Besides the new stand-alone stores, Toys R Us continues to maintain its presence in Macy’s stores nationwide and operates shop-in-shop concepts at airports and with the Navy Exchange Service Command. A recent launch in this category was at Orlando International Airport in August, with another slated for next summer.
In conjunction with these efforts, toy brand FAO Schwarz has announced the opening of an Amazon storefront as part of its holiday strategy, indicating a broader trend of toy companies enhancing their online and physical presence during the crucial shopping season.
Reporting based on coverage first published by retaildive.com.