Toys'R'Us Partners with NEXCOM to Enchant Military Families This Holiday Season

Toys'R'Us Expands its Magic with NEXCOM

Toys'R'Us®, a famed name in the toy industry, is once again making headlines with a significant initiative aimed at military families. This time, their partnership with the Navy Exchange Service Command (NEXCOM) marks a crucial step in expanding their retail presence, providing more families with access to the beloved brand's offerings during this holiday season.

On September 24, 2026, Toys'R'Us announced plans to open new retail locations within NEX stores, particularly focusing on ensuring military families get the same access to toys and games that civilian families enjoy. This expansion builds on the successful launch of shop-in-shop concepts that began in 2024 and will now feature new shops in key locations, extending from San Diego to various overseas NEX sites, including a special opening in Italy.

The grand opening of the new shops is scheduled for October 17, 2026, perfectly timed as it coincides with the birthday of Geoffrey the Giraffe™, the beloved mascot of Toys'R'Us. Families can expect a wide array of gameplay experiences, capturing memorable moments with Geoffrey, and creating lasting childhood memories.

According to Jamie Uitdenhowen, Executive Vice President of Toys'R'Us at WHP Global, the partnership aims to create joyful shopping environments that appeal to kids while invoking nostalgia for parents. “We are thrilled to continue our partnership with NEXCOM and bring the joy and excitement of Toys'R'Us to even more Navy families around the globe,” Uitdenhowen stated.

The introduction of these new Toys'R'Us locations has already seen promising results, with existing NEX shop-in-shops reportedly driving growth in toy sales far greater than other NEX outlets. As a testament to their success, NEXCOM announced the addition of five more Toys'R'Us locations this year, bringing the total to thirteen since the implementation of this initiative started.

Meredith Jackson, Vice President and Senior General Merchandise Manager at NEXCOM, emphasized the importance of creating unique and engaging retail experiences that are tailored to meet the needs of military families. “Creating engaging retail experiences that differentiate the Navy Exchange is a key component of our retail strategy,” Jackson remarked.

This initiative illustrates NEXCOM's commitment to enhancing the quality of life for active military members and their families, thus contributing to a more fulfilling community experience. The planned expansion not only serves to bolster toy sales but also seeks to ensure that military families enjoy an exciting and memorable shopping journey, making it nostalgic and relevant for all generations.

For over 70 years, Toys'R'Us has stood as a global leader in the toy sector, encompassing more than 1,680 stores in 37 countries and generating upwards of $2 billion annually. The legacy of Geoffrey the Giraffe continues to enchant millions, standing as a symbol of joyful play and childhood everywhere.

As the festivities ramp up towards the holiday season, this collaborative effort between Toys'R'Us and NEXCOM is set to ensure more military families can unlock the magic of Toys'R'Us, thereby making their holidays all the more special and vibrant. So get ready for a memorable holiday experience as Toys'R'Us brings its enchanting world back into the hearts and lives of military families!