Toys R Us to Add Flagship Stores and Launch Travel Industry Locations

Toys R Us is set to undergo a major expansion.

Its parent company, WHP Global, has announced a partnership with Go! Retail Group to roll out Toys R Us flagship stores nationwide in the U.S. starting in 2024, the companies said in a Friday (Sept. 29) press release. Additionally, WHP Global plans to bring Toys R Us to the travel industry by introducing a new retail experience for airports and cruise ships.

“The Toys R Us brand is growing fast and our expansion into air, land and sea is a testament to the brand’s strength,” Yehuda Shmidman, chairman and CEO at WHP Global, said in the release.

The first Toys R Us airport store is scheduled to open in November at Dallas Fort Worth International Airport, in collaboration with Duty Free Americas, according to the release. This airport store will offer passengers the opportunity to shop for their favorite toy brands and exclusive regional merchandise.

In addition to the airport expansion, Toys R Us is also designing a retail store for the cruise industry, the release said. This store will offer a wide range of toys and exclusive cruise-themed merchandise for children and families during their voyages. 

The expansion plans come on the heels of Toys R Us’ successful return to the U.S. market, per the release. In 2021, the brand opened a flagship store at American Dream, followed by the launch of 452 Toys R Us shops at Macy’s stores nationwide in 2022. The upcoming flagship stores, in partnership with Go! Retail Group, will be located in prime locations that complement the existing retail footprint at Macy’s.

Go! Retail Group, is a specialty retailer focused on store management and logistics, according to the press release.

“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,” Gideon Schlessinger, CEO at Go! Retail Group, said.

Before WHP Global acquired a majority stake in the Toys R Us brand after its bankruptcy and liquidation, the toy brand closed its last brick-and-mortar locations in the U.S. in June 2018. At the time, it had more than 700 locations in the U.S.