Toys R Us is making a comeback in the U.S. with plans to open up to 24 new flagship stores and expand into airports and cruise ships. The toy retailer’s parent company, WHP Global, announced the “Air, Land and Sea” expansion, which will begin with the opening of the first airport store in November at Dallas Fort Worth International Airport. The company aims to open the flagship stores in prime cities that complement its current retail footprint. This expansion marks a revival for Toys R Us, which filed for bankruptcy in 2017 and was later acquired by WHP Global in 2021.
The expansion plan reflects the strength of the Toys R Us brand and its growth potential. It is a testament to the company’s recovery following its bankruptcy and liquidation. WHP Global aims to open a combination of flagship, pop-up, and airport stores as the retail landscape emerges from the impact of the Covid-19 pandemic. The company has already announced the opening of more than 400 new Toys R Us stores at Macy’s locations across the country. Since the acquisition by WHP Global, Toys R Us has increased its global footprint by over 50% with stores and e-commerce sites in 31 countries.
In addition to the new flagship stores, Toys R Us will also be expanding into airports and cruise lines. The Dallas airport store, in partnership with Duty Free Americas, will offer customers the opportunity to shop for toys and regional merchandise before their flights. The company also plans to provide a range of toys and cruise-themed merchandise for the cruise industry. This move recognizes the growing demand for travel retail and aims to capture that market. Overall, Toys R Us remains a strong brand, generating over $2 billion in global retail sales annually.