Toys ‘R’ Us Continues Revival with Mexico Launch

Toys ‘R’ Us parent company WHP Global has entered a partnership with omnichannel retailer El Puerto de Liverpool to launch the toy brand in Mexico for the first time. Initial plans include a combination of multiple flagship stores and a dedicated ecommerce site to fuel the iconic toy retailer’s global expansion.

“We are very proud of partnering with WHP Global to bring the iconic Toys ‘R’ Us brand to Mexico,” said Charles Johnson, General Manager of Liverpool International and Boutiques at El Puerto de Liverpool in a statement. “At El Puerto de Liverpool, we always seek to bring the best brands and products to Mexican families, and we are sure that this new partnership will bring value to them through new spaces and the best and latest options of toys. Toys ‘R’ Us is a beloved brand around the world, and we are confident that it will quickly become a favorite of Mexican families as well.”

WHP Global acquired Toys ‘R’ Us in 2021, nearly three years after the retailer ended its U.S. operations, and has since been steadily rebuilding the brand. In 2022, the retailer increased its footprint by 50% through a national rollout in the U.S. at all Macy’s stores and launches in India, the UK and Australia. The first Mexican store is planned to open by holiday 2023, with information on the location forthcoming.

“Toys ’R’ Us has been the authority of toys and play for generations of children and families around the world, and the expansion into Mexico marks an exciting new chapter in its history,” said Jamie Uitdenhowen, EVP of Toys ‘R’ Us at WHP Global in a statement. “With a commitment to providing the best selection of toys, along with a fun and engaging shopping experience, Toys ‘R’ Us is poised to become the go-to toy destination for Mexican families for years to come.”