Toys R Us, under the umbrella of its parent company WHP Global, is embarking on an ambitious revival in the United States. Their strategy involves a robust expansion in the brick-and-mortar realm, with plans to establish up to 24 new flagship stores. This resurgence, coined the “Air, Land, and Sea” expansion, is set to unfold alongside a separate venture into airports and cruise ships, commencing during the upcoming holiday season.

WHP Global, the driving force behind this initiative, envisions a rapid implementation. They intend to unveil the initial batch of flagship stores in collaboration with Go! Retail Group as early as the following year. These flagship stores will be strategically located in key cities, enhancing the existing retail landscape of Toys R Us. WHP Global has specifically emphasized the selection of prime locations to ensure optimal market penetration.

The pioneering move into airports is slated to commence in November, with the opening of the first airport store at Dallas/Fort Worth International Airport’s Terminal A. This timing aligns with the holiday season, maximizing the potential for capturing the attention of travelers. The strategic location of this inaugural airport store at the world’s second-busiest airport signifies a deliberate effort to target high-traffic areas, ensuring maximum visibility for the brand.

Yehuda Shmidman, Chairman and CEO of WHP Global, expressed enthusiasm about this expansion, citing the rapid growth of the Toys R Us brand. He stated that the foray into diverse channels like air, land, and sea epitomizes the resilience and appeal of the brand, indicating a promising trajectory for the iconic toy retailer.

This strategic maneuver signifies a significant chapter in Toys R Us’ history, considering the challenges the company faced in the recent past. In 2017, Toys R Us grappled with financial difficulties, leading to a bankruptcy filing. Despite efforts, the company found itself in a position where liquidation was the only viable option. At that time, Toys R Us operated a substantial network of 1,691 stores and licensed 257 outlets across 38 countries, as reported in an SEC filing.

WHP Global stepped in, acquiring a controlling interest in Toys R Us’ parent company, Tru Kids, in 2021. This acquisition marked a turning point, rekindling hopes of revival within the retail landscape. With strategic planning and a clear vision, WHP Global embarked on a mission to reintroduce Toys R Us to American consumers. The closure of the last two Toys R Us stores in the U.S. in 2021 served as a poignant reminder of the brand’s past glory and the challenges it faced.

In the wake of this acquisition, Yehuda Shmidman outlined an optimistic vision for the brand’s future. He articulated plans to establish a blend of flagship stores, pop-up shops, and airport outlets, envisioning a diversified retail approach that catered to the evolving post-Covid retail dynamics. Subsequently, in the summer of 2021, WHP Global announced an ambitious initiative involving the establishment of over 400 new Toys R Us stores within Macy’s locations across the United States. This move showcased a strategic partnership, leveraging established retail spaces to reintroduce Toys R Us to consumers.

Since the acquisition, WHP Global has been instrumental in expanding Toys R Us’ global footprint significantly. The brand, under its new leadership, has proliferated to encompass over 1,400 stores and e-commerce platforms spread across 31 countries. This expansion not only revitalized the brand domestically but also reinforced its presence on the international stage.

Amidst this resurgence, one notable flagship store emerged as a testament to the brand’s enduring appeal. The American Dream megamall in New Jersey became home to Toys R Us’ flagship two-level store. This sprawling 20,000 square foot establishment epitomizes the brand’s commitment to offering immersive and engaging experiences for children. Complete with a two-story slide, a vibrant café, and an enticing ice cream shop, this flagship store embodies the essence of Toys R Us’ identity. It serves as a prototype for the immersive shopping experiences envisioned in the forthcoming flagship stores.

The blueprint for these new flagship stores draws inspiration from the success of the American Dream location. The emphasis is on creating immersive shopping environments that not only showcase a diverse range of products but also offer interactive and engaging experiences for visitors. The objective is to transform the act of shopping into a memorable and enjoyable adventure, especially for young customers.

Moreover, the revival of Toys R Us is not confined to terrestrial domains alone. The brand is boldly venturing into new territories, both literally and figuratively. The decision to expand into airports and cruise ships underscores the brand’s adaptability to changing consumer behaviors. With travel retail on the rise, Toys R Us is strategically positioning itself to cater to the needs of travelers.

The debut airport store at Dallas/Fort Worth International Airport stands as a pioneering endeavor in this regard. In collaboration with Duty Free Americas, Toys R Us is offering travelers the opportunity to indulge in pre-flight shopping. This innovative concept allows passengers to explore a curated selection of toys and regional merchandise before embarking on their journeys. By integrating shopping with the travel experience, Toys R Us aims to capture the attention of a diverse and captive audience, further solidifying its presence in the retail landscape.

Additionally, Toys R Us has set its sights on the cruise industry, recognizing it as another promising avenue for expansion. Plans are underway to offer a range of toys and cruise-themed merchandise tailored to the unique preferences of cruise passengers. This strategic move highlights the brand’s adaptability and willingness to explore unconventional retail spaces, ensuring that Toys R Us remains at the forefront of the evolving retail landscape.

In summary, Toys R Us’ resurgence in the United States is not merely a comeback; it is a strategic reimagining of the brand’s identity and its place in the retail ecosystem. The concerted efforts of WHP Global, coupled with innovative approaches to retail, are propelling Toys R Us into new and uncharted territories. By embracing diverse channels such as flagship stores, airport outlets, and cruise ship ventures, Toys R Us is not only regaining its foothold but also shaping the future of retail. As the brand continues to evolve and adapt, it stands as a testament to the enduring appeal of the Toys R Us legacy, promising a vibrant and engaging shopping experience for generations to come.