Toys R Us announced its plans for significant expansion across the US and multiple international markets ahead of the upcoming holiday season.
The company outlined a strategic growth initiative intended to enhance its omnichannel retail presence and grow its real estate footprint.
Currently operating a footprint of more than 1,500 stores and e-commerce platforms across 35-plus countries, Toys R Us is preparing to increase its retail locations in the US through collaboration with Go! Retail Group.
The announcement details plans to establish 10 new US flagship stores along with 20 seasonal holiday shops before the end of the year.
These sites aim to reinforce the brand’s physical store footprint during the high-demand holiday period and leverage customers’ increased shopping spend.
Additionally, the toy store retailer plans to open six new NEXCOM stores, expanding its reach into additional retail environments.
The announcement also reveals upcoming international market entries, including a return to Turkey, alongside new ventures in countries such as Saudi Arabia, Chile, and the Philippines.
These efforts form part of the company’s broader vision to expand its international retail footprint.
The business aims to offer both broad market access and enhanced consumer touchpoints in key territories.
Kimberly Miller, global chief marketing officer, Toys R Us said: “As we head into the most magical time of the year, Toys R Us is reaching more kids and families than ever before.
“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 October 17th—and of course the main event in December—Toys R Us is creating joy and excitement for kids of all ages everywhere.”
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