Childhood Favorite Toys R Us Plans Major Comeback with 24 New Stores

Last updated: November 19, 2023

Toys R Us is back in the game! The parent company, WHP Global, has announced plans to open 24 new brick-and-mortar stores across the country.

Toys R Us store outlet
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This move comes two years after the iconic toy brand opened a flagship store at the American Dream Mall in North Jersey.

WHP Global is teaming up with Go Retail Group, the largest operator of seasonal, mall-based pop-up stores, to bring this plan to life.

“The partnership will allow for the plan to move forward and bring back physical locations of the iconic toy brand,” said Go Retail Group CEO Gideon Schlessinger.

The locations of these new stores are still under wraps, but they’re set to pop up in airports and even cruise ships. The first business location is expected to open its doors in November at Terminal A at Dallas Fort Worth International Airport, offering duty-free shopping for travelers.

Toys R Us, once a household name, filed for bankruptcy in 2018 and closed all its stores. The brand was known for its wide range of toys and its beloved mascot, Geoffrey the Giraffe.

Increased competition, company debt, and a decline in toy sales were the main culprits behind the brand’s downfall.

However, the toy giant has been making strides to reclaim its former glory. Last fall, Macy’s announced plans to include Toys R Us-branded toy shops in all its department stores nationwide.

These shops, which rolled out just in time for the holiday shopping season, feature demonstration tables for shoppers to try out toys and a life-size “Geoffrey on a bench” for photo ops.

In addition, Babies R Us, the infant products retailer that also closed its last store in 2018, reopened its first store in the U.S. at the American Dream mall in July, according to spokesperson Jessica Griffin.

With these new stores, Toys R Us is hoping to recapture the magic and nostalgia that made it a favorite among kids and adults alike. As the saying goes, “You can’t keep a good brand down!”

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