Toys ‘R’ Us saddened customers and nostalgic millennials after filing for bankruptcy in 2017 and 2018. Yet, it wasn’t long before they made their return in 2019 with two new stores. However, they both eventually closed down due to COVID-19. Following those closures, the beloved toy brand made another comeback with a 20,000 sq ft. flagship in New Jersey’s American Dream Mall in 2021 and 452 in-store shops across Macy’s nationwide in 2022.
Now, a recent press release announced even further brand expansion to come by 2024. According to WHP Global, parent company of Toys ‘R’ Us, the business has partnered with Go! Retail Group to bring back brick & mortar stores across the country.
“As a specialty retailer and with deep roots in the toy and game industry, we are thrilled and honored to partner with WHP Global to expand the base of Toys”R”Us flagship stores,” said Gideon Schlessinger, CEO of Go! Retail Group. “With over 30 years of experience in all 50 states, our focus will be to do what we do best — provide valuable brick-and-mortar logistics and operational excellence to this iconic brand.”
Flagship locations will open in “prime locations that complement the existing retail footprint at Macy’s.” Customers can expect to explore and shop the trendy new toys at each.
Beyond that, Toys ‘R’ Us will roll out new retail experiences across airports and cruise ships. “The Toys”R”Us brand is growing fast and our expansion into air, land and sea is a testament to the brand’s strength,” said Yehuda Shmidman, Chairman and CEO of WHP Global. “We now have over 1,400 stores and e-commerce sites across 31 countries, and as we head into 2024, we are excited to bring Toys”R”Us to consumers everywhere, whether you’re visiting one of our stores at Macy’s, at our flagships, in an airport, or onboard a cruise ship.”
The first airport store will open this November, just in time for holiday shopping, in Terminal A at Dallas Fort Worth International Airport. As for cruises, Toys ‘R’ Us will launch special cruise-themed merchandise that will be exclusive to those sea locations.
Stay up to date with the latest Toys ‘R’ Us announcements on their website.