Toys R Us Strategizes US Comeback With New Stores: Report

Toys R Us is reportedly gearing up for a robust re-entry into the U.S. market. 

The iconic toy retailer is strategizing to enhance its physical store count, with ambitions to launch as many as 24 new stores, according to a report from CNBC.

The brand is also exploring novel retail avenues by marking its presence at airports and cruise ships in the upcoming holiday season.

The report added that WHP Global, the parent entity of Toys R Us, unveiled its expansion strategy dubbed "Air, Land and Sea" this past Friday.

The move encompasses initiating the inauguration of these flagship outlets by next year in collaboration with Go! Retail Group.

The company's inaugural airport outlet is set to welcome customers in November, timed for the festive season. It's situated in Terminal A of the Dallas/Fort Worth International Airport, globally recognized as the second most busiest airport.

"The Toys R Us brand is growing fast and our expansion into air, land and sea is a testament to the brand's strength," the report cited Yehuda Shmidman, the CEO and chairman of WHP.

The renowned toy retailer, facing financial challenges, declared bankruptcy in 2017 and was subsequently propelled into liquidation.

However, by early 2021, WHP procured a dominant stake in the parent company, Tru Kids.

WHP, during the summer of 2021, revealed plans to set up over 400 new Toys R Us outlets within Macy's Inc M locales countrywide.

WHP disclosed to CNBC that upcoming flagship stores will mirror the immersive experience offered by the American Dream outlet in New Jersey. Nevertheless, the New Jersey store is projected to remain its most expansive outlet.

In alignment with the burgeoning travel retail trend, the brand is poised to expand to airports and cruise lines. The store at the Dallas airport, crafted in partnership with Duty Free Americas, offers travelers a diverse toy collection and region-specific merchandise.

The report noted that the Toys R Us brand generates more than $2 billion in global retail sales annually.

Disclaimer: This content was partially produced with the help of AI tools and was reviewed and published by Benzinga editors.