Toys ‘R’ Us Plans Brick-and-Mortar Rollout Beginning in 2024

Toys 'R' Us flagship rendering

WHP Global will roll out flagship-style Toys ‘R’ Us stores throughout the U.S. beginning next year in a partnership with Go! Retail Group. The iconic brand also will expand to cruise ship and airport venues, with its first airport store scheduled to debut at Dallas/Fort Worth International Airport in November 2023 via a partnership with Duty Free Americas.

“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 in a statement. “Since acquiring Toys ‘R’ Us we have increased our global retail footprint by more than 50% with openings in the U.S., UK, India, Dubai and Mexico. We now have over 1,400 stores and ecommerce sites across 31 countries, and as we head into 2024, we are excited to bring Toys ‘R’ Us to consumers everywhere.”

Toys ‘R’ Us marked its initial return to U.S. brick-and-mortar retailing in late 2021 with a 20,000-square-foot flagship store at New Jersey’s American Dream mall, followed by 452 Toys ‘R’ Us shop-in-shops at Macy’s in 2022. The new stores will open in prime locations that complement the existing Macy’s retail footprint, according to the company. No information about the number of planned stores or their opening dates was available.

“As a specialty retailer and with deep roots in the toy and game industry, we are thrilled and honored to partner with WHP Global to expand the base of Toys ‘R’ Us flagship stores,” said Gideon Schlessinger, CEO of Go! Retail Group in a statement. “With over 30 years of experience in all 50 states, our focus will be to do what we do best — provide valuable brick-and-mortar logistics and operational excellence to this iconic brand.”