Toys ‘R’ Us to open 350 holiday pop-up stores

Wayne, N.J. Toys “R” Us said Tuesday that it will open nearly 350 holiday pop-up locations nationwide by early October. The “Holiday Express” concept is designed to drive brand penetration and sales, said the company.

"We're aggressively expanding our toy-selling footprint to make Toys “R” Us more accessible than ever for busy shoppers this holiday season," said Jerry Storch, chairman and CEO. "At the same time, the foot traffic in these popular shopping destinations provides a considerable opportunity to assert our toy authority position, increase our brand penetration and drive incremental sales during this important time of year."

The expansion includes more than 80 Holiday Express pop-up stores in malls and other shopping centers, and more than 260 shops within the company's Babies “R” Us stores.

According to the company, the pop-up locations are about 4,000 sq. ft. in size and are located in malls and other shopping centers in major markets across the United States and Puerto Rico. Plans call for the stores to stay open until mid-January.