Toys "R" Us will be expanding its flagship storefronts as soon as next year.
Its parent company, WHP, announced an "Air, Land, and Sea" initiative to open 24 brick-and-mortar locations, in addition to locations on cruise ships and in airports. The first, slated to open this November, will be at Dallas Fort Worth International Airport, which is the nation's second-busiest airport. Other airport locations remain unknown, as well as the number of locations to open at airports and on cruise ships.
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"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," Chairman and CEO of WHP Global Yehuda Shmidman said. "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."
As Toys "R" Us shops already exist in every Macy's in the country, which is 452 shops, the other unknown locations will complement the Macy's locations. A spokesperson for the company confirmed to the Washington Examiner that the first storefront will open around the holiday season of 2024.
WHP took over as owners of both Toys "R" Us and Babies "R" Us in 2021. Previously, Toys "R" Us had filed for Chapter 11 bankruptcy protection in September 2017. Toys "R" Us was unable to emerge from bankruptcy following the 2017 holiday season and subsequently lost 735 stores across the U.S.
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The only remaining flagship store previous to this announcement was one that occupies two levels at the American Dream mall in East Rutherford, New Jersey. It includes a two-story slide and an ice cream parlor in its 20,000 square feet.
As a brand, Toys "R" Us makes $2 billion in global retail sales, according to WHP.