Toys"R"Us Expands Its Presence in the U.S. with 120 New Stores This Holiday Season

Toys"R"Us Expands Its Footprint in the U.S.

Toys"R"Us®, the iconic toy retailer, is making headlines this holiday season with an ambitious plan to open 120 new standalone stores across the United States. This expansion is in collaboration with the Go! Retail Group and signifies a major milestone for the beloved brand.

Major Retail Expansion

As of this holiday season, Toys"R"Us is set to increase its U.S. retail presence significantly. This expansion includes not only the new standalone stores but also the existing 40 standalone locations and numerous Toys"R"Us shops within Macy’s department stores. With a total of 160 standalone stores planned to be operational by the holiday season, customers will have more options than ever to explore a curated selection of toys.

Jamie Uitdenhowen, Executive Vice President of Toys"R"Us at WHP Global, expressed excitement about this development: “This is a major moment for Toys"R"Us as we significantly expand our presence across the United States.” The brand aims to meet customers wherever they are, whether it's at a local store, in a Macy's, at the airport, or even at a Navy Exchange.

A Unique Shopping Experience

Toys"R"Us stores are renowned for being destinations of discovery, and they will continue to uphold that legacy. The new locations will feature an exciting range of popular toys, collectibles, and gifts from leading brands and recent blockbuster movies. Customers can look forward to favorites including LEGO®, Barbie®, Hot Wheels®, and Pokémon, making them a one-stop shop for holiday gift-giving.

Moreover, select stores will introduce unique experiences that merge play, entertainment, and content creation. These interactive spaces, dubbed Creator Studios, will allow influencers and content creators to engage with fans and showcase new toy launches. In addition, candy shops and cafés will be integrated into certain stores, enhancing customer engagement and making shopping at Toys"R"Us a delightful experience for families.

Growing Beyond Retail

In addition to opening new storefronts, Toys"R"Us is strategically expanding its footprint by tapping into travel retail. The company is launching airport shops in partnership with WHSmith North America, starting with a new location at Orlando International Airport. This initiative aims to connect with a large customer base of families traveling to and from Central Florida, ensuring that the Toys"R"Us experience is accessible at various points in shoppers' journeys.

Gideon Schlessinger, CEO of Go! Retail Group, stated, “This holiday season represents an extraordinary expansion for Toys"R"Us in the U.S. There's something special about walking into a Toys"R"Us store, especially during the holidays.” With the considerable increase in store openings, the company aims to provide unforgettable shopping experiences filled with wonder and excitement.

In summary, Toys"R"Us is not just expanding its number of stores but is enhancing how customers interact with the brand, ensuring that the spirit of play is alive and well during the upcoming holiday season. Whether through a nearby standalone store, an airport shop, or a location within Macy's, customers are invited to rediscover the magic of Toys"R"Us this year. For more information on store locations, customers can visit toysrus.com/store-locator and follow @ToysRUs on social media for updates and special offers.