Toys”R”Us, in partnership with Go! Retail Group, is preparing for a significant US expansion ahead of the holiday season.
The company plans to launch 10 flagship locations and 20 temporary holiday shops before the end of the year.
The first of the new flagships will debut on September 20 at the Chicago Premium Outlets in Aurora, Illinois, and will feature an arcade zone with claw machines and Japanese-style gashapon vending machines.
Additional flagships will follow in October at Camarillo Premium Outlets in California and Arundel Mills in Maryland.
The brand, now owned by WHP Global, already runs flagship stores at American Dream in New Jersey, Mall of America in Minnesota, as well as existing locations in Chicago and Texas.
A presence at Dallas Fort Worth Airport and shop-in-shops inside Macy’s stores across the U.S. further broaden its reach.
Toys”R”Us is also expanding in partnership with Nexcom to cater to military families. Six more stores are set to open on US Navy and military bases, building on the first two that have already launched.
International growth is another focus. The retailer is entering new markets such as Chile, Peru, Ecuador, Venezuela, Morocco and Lebanon, while also reestablishing itself in Turkey.
In established regions, including the UK, Mexico, South Africa, Asia and South Korea, Toys”R”Us is testing new formats with local partners such as Lotte.
Beyond physical stores, the company is sharpening its holiday marketing push with social campaigns, in-store activations, and digital events aimed at making it easier for families to discover gifts.
“As we head into the most magical time of the year, Toys”R”Us is reaching more kids and families than ever before,” said Kimberly Miller, global chief marketing officer of Toys”R”Us.
“From new store openings with our global partners, to the launch of our second global Holiday Play Day serving as the runway to the season, to Geoffrey’s Birthday celebrated worldwide on Oct. 17 — and of course the main event in December — Toys”R”Us is creating joy and excitement for kids of all ages everywhere.”
According to the company, Toys”R”Us generates more than $2 billion annually in global retail sales through a network of more than 1,500 stores and e-commerce operations across 35 countries.
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