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Toys“R”Us to open flagships across U.S.; expand into travel industry

Rendering of Toys“R”Us flagship store concept.

The parent company of Toys“R”Us has big plans for the brand — on land, on the sea and in airports.

WHP Global is partnering with Go! Retail Group to roll out  Toys“R”Us flagships — as many as 24— across the U.S. The first is expected to open for holiday 2024.

In addition, Toys“R”Us is entering the travel industry with a new retail experience for airports and cruise ships.  The first Toys“R”Us store in an airport will open in November at Dallas Fort Worth International Airport through a partnership with travel retailer Duty Free Americas.

Since its acquisition by WHP in March 2021, Toys“R”Us has increased its global retail footprint by more than 50% with openings in the U.K. Kingdom, India, Dubai and Mexico. The brand marked its return in the U.S. in late 2021, opening a 20,000 sq. ft. at flagship American Dream, East Rutherford, N.J., followed by the launch of 452 in-store shops at Macy’s stores nationwide in 2022.

The new Toys“R”Us flagships will open in prime locations that complement the existing retail footprint at Macy’s. Similar to the global flagship at American Dream, the stores will serve as “epicenters of immersive fun, providing customers with a destination to explore and discover the hottest toys,” WHP said.

As the travel retail market continues to rise, Toys“R”Us has also embarked on developing a retail experience for the cruise industry. The store will offer a wide range of toys and exclusive cruise-themed merchandise for children and families during their voyages.

“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.”

Based in Austin, Tex., Go! Retail Group describes itself as the largest operator of pop-up stores in the world, with operations in six countries and a family of brands that include Calendar Club, Go! Toys & Games, Attic Salt, Niquead. Snoozimals and Kobioto. Its business has grown to include year-round stores, e-commerce and more.

“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.”

 Toys“R”Us generates more than $2 billion in global retail sales annually through 1,400 stores and e-commerce businesses in 31 countries.


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