Toys ‘R’ Us, the once-ubiquitous toy store/mecca for 1980s kids, is set to open 120 new standalone stores this holiday season, the company announced. The expansion is in partnership with the Go! Retail Group, who first partnered with Toys ‘R’ Us owner WHP Global three years ago to begin the toy store back from the dead and back into retail life. There are currently 40 standalone stores nationwide as well as other locations inside select Macy’s locations nationwide.
“This is a major moment for Toys ‘R’ Us as we significantly expand our presence across the United States,” said WHP Global Executive Vice President Jamie Uitdenhowen. “Together with our incredible partners, we are growing Toys’ R’ Us in unique ways to meet customers wherever they are, whether that’s at a standalone store in their hometown, inside Macy’s, at the airport or at a Navy Exchange.”
“This holiday season represents an extraordinary expansion for Toys ‘R’ Us in the US, and we couldn’t be more excited to bring the magic of Toys’R’Us to so many communities across the country,” said Gideon Schlessinger, CEO of Go! Retail Group. “There’s something special about walking into a Toys’R’Us store, especially during the holidays — the excitement of discovering the hottest toys, seeing favorite brands and characters come to life, and finding that perfect gift.”
This 40-something writer has fond memories wandering the seemingly endless aisles of toys in the store as a kid – in particularly the video game aisle, which had the game box art on the walls and tickets below each one, which you’d take to a special counter if you wanted to buy the game and they’d get the real thing from a lockup area in the back for you. But the Toys ‘R’ Us revival will attempt to modernize the chain as well.
“Select locations will introduce new experiences at the intersection of play, entertainment and content creation, including Creator Studios, dedicated spaces where influencers, creators and toy brands can create content, unveil new products and host toy reveals, launches and special events,” the company said. “Select stores will also feature candy shops and cafés, giving customers even more reasons to explore, discover and spend time at Toys ‘R’ Us.”
