The news comes following brand management company, WHP Global acquiring a controlling interest in Tru Kids, parent company of Toys R Us, Babies R Us and Geoffrey the Giraffe.
Following a disruptive and unsettled period, Toys R Us is now set to relaunch across the US. In North America, the stores will take various forms, including flagships, pop-ups, airport locations and mini store in stores. As of yet, WHP has not confirmed a number for how many locations in plans to open in the US.
Yehuda Shmidman, Chairman and Chief Executive Officer of WHP, said: “We’re in the brand business, and Toys R Us is the single most credible, trusted and beloved toy brand in the world. We’re coming off a year where toys are just on fire and for Toys R Us, the US is really a blank canvas.”
“There are so many malls that will no longer be in the future, so we don’t need to be there. But we could be in malls that do have traffic. So we really have an opportunity not just to capture that experience for toys that people are yearning for, but also capture where people want to shop.”
