Toys”R”Us to open shop-in-shops at Navy Exchange stores
Toys”R”Us continues to expand in brick-and-mortar via partnerships.
WHP Global, which acquired the toy chain in 2021, has signed a license agreement with the Navy Exchange Service Command (NEXCOM) to open Toys"R"Us shop-in-shops in NEX stores. The shops will launch this fall, starting at NEX Oceana in Virginia Beach, Va., followed by a second location at the NEX in Jacksonville, Fla. Additional stores will follow in 2025.
"We are thrilled to team up with NEXCOM to bring the joy and excitement of Toys"R"Us to Navy families around the globe," said Stanley Silverstein, chief commercial officer at WHP Global. "This collaboration allows us to extend our reach and provide a unique shopping experience that caters specifically to the needs of those who serve our country."
WHP has been aggressively growing Toys”R”Us since it acquired the company. The toy brand operates branded in-store shops chainwide at Macy’s. In 2023, WHP entered into a partnership with Mexican retailer El Puerto de Liverpool to launch the toy brand in Mexico for the first time, with the deal including the opening of multiple Toys"R"Us flagships in key locations across Mexico.
Earlier this year, WHP has signed a long-term license agreement with Britain’s WHSmith as the exclusive shop-in-shop partner for Toys"R"Us in the United Kingdom. Under the the agreement, WHSmith will have the exclusive license for Toys"R"Us shop-in-shops in their High Street stores, including the opening of 30 new shops this summer.
WHP is also partnering with Go! Retail Group to roll out Toys“R”Us flagships — as many as 24 — across the U.S., with the first expected to open for holiday 2024.
The Toys"R"Us shop-in-shops in NEX stores will showcase a wide selection of the hottest toys and games for Toys"R"Us kids of all ages, according to WHP.
“To better serve our deserving patrons, this launch and newest venture in the toy retail industry is incredibly exciting for our global NEX team," said Richard Honiball, executive VP, global chief merchandising and marketing officer. "For our military families, we hope this Toys"R"Us expansion evokes a deep sense of nostalgia, while also providing an even greater selection and a more engaging experience."
