Toys “R” Us will fling open the sash on 120 standalone retail stores as part of a massive American expansion; 40 additional stores will open inside Macy’s before the holiday season. The expansion brings a total of 160 standalone stores to consumers. The expansion is in partnership with Go! Retail Group.
“Toys “R” Us has always been a place for discovery,” Jamie Uitdenhowen, Executive Vice President of Toys “R” Us at WHP Global explains. “We’re building on that legacy by bringing customers the hottest toys, biggest trends and experiences that make the brand unlike any other.”
Standalone stores offer consumers the season’s hottest toys, collectibles, and must-have gifts. Shoppers can expect popular toy brands and licenses like LEGO, Barbie, Hot Wheels, Pokémon, and KPop Demon Hunters.
“This holiday season represents an extraordinary expansion for Toys “R” Us in the U.S., and we couldn’t be more excited to bring the magic of Toys “R” Us to so many communities across the country,” shares Gideon Schlessinger, CEO of Go! Retail Group.
Select locations will offer location-based experiences combinging play, entertainment, and content creation, with dedicated spaces for influencers, creators, and brands to create content, reveal new products, and more. These stores will host launches and special events; select stores will offer candy shops and cafés.
“With 160 stores open this season, we have an incredible opportunity to bring that experience to millions of customers and create destinations they’ll want to come back to throughout the year,” Schlessinger says.
In an effort to meet consumers and families where they are, Toys “R” Us opened a store inside Orlando International Airport in partnership with WHSmith North America. The store opened in August; a second airport store is planned next summer. The Navy Exchange Service Command (NEXCOM) offers Toys “R” Us shop-in-shops at eight locations, as well.
“This is a major moment for Toys “R” Us as we significantly expand our presence across the United States,” Uitdenhowen adds. “Together with our incredible partners, we are growing Toys “R” Us in unique ways to meet customers wherever they are, whether that’s at a standalone store in their hometown, inside Macy’s, at the airport or at a Navy Exchange.”
For a list of store locations, visit toysrus.com/pages/store-locator.
