Toys “R ”Us is expanding its partnership with the Navy Exchange Service Command (NEXCOM), bringing its shop-in-shop concept to more military communities this holiday season. The expansion will add new Toys “R” Us shops in San Diego and overseas NEX locations, including Italy, with the new locations set to open Oct. 17.
The new shops will offer a selection of toys and games for kids of all ages, along with opportunities for Navy families to interact with Toys “R” Us mascot Geoffrey the Giraffe.
“Creating engaging retail experiences that differentiate the Navy Exchange is a key component of our retail strategy,” explains Meredith Jackson, Vice President, Senior General Merchandise Manager, Navy Exchange Service Command. “The expansion of immersive shopping environments like our Toys “R” Us shops enhances the in-store experience for military families, appealing to today’s youth while also creating a sense of nostalgia for many parents and grandparents. This initiative is another illustration of our ongoing commitment to serving military families with unique experiences that are both memorable and relevant.”
The expansion follows the launch of the first Toys “R” Us shops within NEX stores in 2024.
NEXCOM will open five new Toys “R” Us shops this year, bringing the total number of locations opened through the partnership to 13
According to Toys “R” Us and NEXCOM, the shops have contributed to accelerated year-to-date growth in the toy category compared with other NEX stores, and their addition has also helped drive toy sales growth across NEXCOM’s enterprise.
“Building on the success of our existing Toys “R” Us shops at NEX, this expansion allows us to extend our reach and continue providing a unique shopping experience for those who serve our country,” shares Jamie Uitdenhowen, Executive Vice President of Toys “R” Us at WHP Global.
Learn more at toysrus.com.
