Toys”R”Us is expanding its footprint at home and abroad as it gears up for the toy industry’s busiest season.
The toy retailer, in partnership with Go! Retail Group, said it is planning to open 10 new flagships and 20 seasonal holiday shops in the U.S. by year’s end. The first new flagship is scheduled to open on Sept. 20 at Chicago Premium outlets in Aurora, Ill., followed by locations opening in October at Camarillo Premium Outlets in Camarillo, Calif., and Arundel Mills in Hanover, Md. (The Chicago location will debut an arcade experience featuring claw machines and gashapon machines, a type of vending machine which is hugely popular in Japan,)
Toys”R”Us which is owned by WHP Global, already operates flagships at American Dream and Mall of America, as well as in Chicago and Texas. The company also has a store at Dallas Fort Worth Airport, and shop-in-shops at Macy’s stores nationwide.
Toys”R”Us is also growing its footprint with military families. It has six new stores slated to open through its partnership with Nexcom, building on the first two already serving U.S. Navy and military bases.
Globally, Toys”R”Us is expanding into new an array of new markets, including Chile, Peru, Ecuador, Venezuela, Morocco and Lebanon, while also reestablishing a presence in Turkey. The brand is also strengthening its footprint in major markets such as the U.K., Mexico, South Africa, Asia, and South Korea, where it is introducing new concept formats with strategic partner Lotte.
In addition to new stores and market expansion, Toys”R”Us said it is ramping up for the holidays with engaging social content and brand activations, both in-store and digital, designed to connect with consumers and help them find the perfect gift.
“As we head into the most magical time of the year, Toys”R”Us is reaching more kids and families that ever before,” said Kimberly Miller, global chief marketing officer, 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.”
Toys”R”Us generates more than $2 billion in global retail sales annually through more than 1,500 stores and e-commerce businesses in 35 countries.
