Introduction

Toys R Us, the popular toy retailer, is making a comeback in the U.S. with plans to open up to 24 new flagship stores. In addition, the company will expand its presence in airports and on cruise ships, starting this holiday season.

Expansion Details

WHP Global, the parent company of Toys R Us, announced the “Air, Land, and Sea” expansion strategy. The company aims to open the flagship stores in partnership with Go! Retail Group, starting as early as next year. These locations will be strategically chosen to complement the existing retail footprint.

Airport Store

The first airport store is set to open in November at Dallas Fort Worth International Airport, one of the world’s busiest airports. This store will be operational just in time for the holiday season.

Brand Strength and Revival

Yehuda Shmidman, chairman and CEO of WHP, expressed confidence in the growing strength of the Toys R Us brand. This expansion plan marks a slow but steady revival for the once ubiquitous toy retailer.

Past Challenges and Acquisition

Toys R Us filed for bankruptcy in 2017 and eventually went into liquidation. However, WHP acquired a controlling interest in the parent company, Tru Kids, in 2021. The company has been working towards reopening Toys R Us stores across the country.

Previous Expansion Plans

In the summer of 2021, WHP Global announced its intention to open over 400 new Toys R Us stores at Macy’s locations nationwide. The company envisions a combination of flagship, pop-up, and airport stores as part of its expansion strategy.

Global Footprint

With the acquisition, WHP has expanded the global footprint of Toys R Us by more than 50%. The brand now has over 1,400 stores and e-commerce sites across 31 countries.

Flagship Store Experience

The new flagship stores will be modeled after the existing American Dream location in New Jersey, known for its immersive shopping experiences. However, the New Jersey store will likely remain the largest location.

Airports and Cruise Ships

Toys R Us is also tapping into the travel retail market by opening stores in airports and on cruise ships. The company recognizes the growing trend of shopping while traveling and plans to offer a range of toys and cruise-themed merchandise.

Global Retail Sales

The Toys R Us brand generates over $2 billion in global retail sales annually, according to WHP.