Toys 'R' Us is poised for a significant resurgence this holiday season with the announcement of 120 new standalone stores across the United States. This expansion marks a continued effort by WHP Global, the owner of the Toys 'R' Us brand, and its partner Go! Retail Group, to revive the once-dominant toy retailer.
Currently, there are 40 standalone Toys 'R' Us locations operating nationwide, in addition to various shops within select Macy's department stores. The new wave of openings represents a substantial increase in the brand's physical footprint.
"This is a major moment for Toys 'R' Us as we significantly expand our presence across the United States," stated Jamie Uitdenhowen, Executive Vice President at WHP Global. "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."
Gideon Schlessinger, CEO of Go! Retail Group, echoed this sentiment, highlighting the festive appeal of the brand. "This holiday season represents an extraordinary expansion for Toys 'R' Us in the US, and we couldn't be more excited to bring the magic of Toys'R'Us to so many communities across the country," Schlessinger said. "There's something special about walking into a Toys'R'Us store, especially during the holidays — the excitement of discovering the hottest toys, seeing favorite brands and characters come to life, and finding that perfect gift."
The revived Toys 'R' Us chain is also looking to modernize the in-store experience. Select locations will feature "Creator Studios," dedicated spaces designed for influencers, creators, and toy brands to produce content, launch new products, and host reveal events. Additionally, some stores will incorporate candy shops and cafés, aiming to provide customers with more reasons to visit and spend time in the retail environment.
The original retail model for video games at Toys 'R' Us involved customers taking tickets from display cases to a counter, where staff would retrieve the actual game from a back storage area. The brand's revival seeks to blend nostalgic elements with contemporary retail strategies.