WHP Global, which acquired the toy chain in 2021, has signed a license agreement with the Navy Exchange Service Command (NEXCOM) to open shop-in-shops in NEX stores.
The shops will launch this fall, starting at NEX Oceana in Virginia Beach, Virginia, followed by a second location at the NEX in Jacksonville, Florida. Additional stores will follow in 2025.
“We are thrilled to team up with NEXCOM to bring the joy and excitement of Toys”R”Us to Navy families around the globe,” said Stanley Silverstein, Chief Commercial Officer at WHP Global. “This collaboration allows us to extend our reach and provide a unique shopping experience that caters specifically to the needs of those who serve our country.”
WHP has been aggressively growing Toys”R”Us since it acquired the company. The toy brand operates branded in-store shops chainwide at Macy’s. In 2023, WHP entered into a partnership with Mexican retailer El Puerto de Liverpool to launch the toy brand in Mexico for the first time, with the deal including the opening of multiple Toys”R”Us flagships in key locations across Mexico.
