Toys "R" Us is making a major brick-and-mortar push as it partners to open more than a hundred standalone stores across the country by the holidays.
The toy company plans to open 120 stores in partnership with Go! Retail Group. The new locations will expand the brand's existing U.S. retail footprint, which includes 40 standalone stores and Toys"R"Us shops inside Macy's stores nationwide.
The new Toys"R"Us outposts will feature a curated assortment of the season's hottest toys, collectibles and must-have gifts from popular toy brands and the latest movies. Select locations will offer "Creator Studios," dedicated spaces where influencers, creators and toy brands can create content, unveil new products and host toy reveals, launches and special events.
In addition, select stores will also feature candy shops and cafés.
Building on its expansion into travel retail, Toys"R"Us will open new airport shop-in-shops at Orlando International Airport (MCO) in partnership with WHSmith North America. The first location opened in August and a second is due to open in summer 2027.
"This is a major moment for Toys"R"Us as we significantly expand our presence across the United States," said ...