Toys “R” Us plans another comeback with new flagship stores

Toys “R” Us, the once King of everything toys and video games, is once again making a comeback after a six-year hiatus following its 2017 bankruptcy. This revival is led by WHP Global, Toys “R” Us’s parent company, which acquired a controlling stake in 2021. This marks the third revival attempt for Toys “R” Us since 2017, including a lackluster showing at Macy’s department stores around the country.

 

 

In addition to these flagship stores, Toys “R” Us is diversifying its presence by opening shops in airports and on cruise ships through a partnership with Go! Retail Group. The first airport location is scheduled to debut in November at Dallas-Fort Worth International Airport, one of the world’s busiest travel hubs. WHP Global CEO, Yehuda Shmidman, had this to say about the revival:

 

“The Toys”R”Us brand is growing fast and our expansion into air, land and sea is a testament to the brand’s strength,” said Yehuda Shmidman, Chairman and CEO of WHP Global. “Since acquiring Toys”R”Us, we have increased our global retail footprint by more than 50% with openings in the United States, United Kingdom, India, Dubai, and Mexico. We now have over 1,400 stores and e-commerce sites across 31 countries, and as we head into 2024, we are excited to bring Toys”R”Us to consumers everywhere, whether you’re visiting one of our stores at Macy’s, at our flagships, in an airport, or onboard a cruise ship.”

 

Now, as a genuine Toys “R” Us kid myself, the idea of bringing back the brand has been something I’ve been optimistic about for some time. However, after walking into one of the saddest excuses for a Toys “R” Us at my local Macy’s last year, part of me wonders if the Toys “R” Us brand survives in name only. Here’s hoping that this latest comeback sticks the landing a bit better than the last few attempts.

 

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