Dive Brief:
- Continuing its brick-and-mortar expansion, Toys R Us is opening a location at Mall of America, according to a press release shared with Retail Dive from parent company WHP Global.
- The 11,000-square-foot Mall of America location is the second flagship store in the U.S. and will open before Thanksgiving. In-store shoppers can find toys and games and take pictures with Geoffrey the Giraffe.
- The retailer plans to introduce Geoffrey’s Café and ice cream parlor, various interactive experiences and product demonstrations from toy companies next year, according to the announcement.
Dive Insight:
After navigating a long, complex bankruptcy process, Toys R Us has expanded its brick-and-mortar presence via flagship stores and shop-in-shop locations. Though the bankruptcy proceedings began in 2018, they stretched into last year. The retailer reached a resolution with its creditors in October 2022. Today the brand generates $2 billion in global retail sales through 1,400 stores and e-commerce business in 31 countries, according to the company.
“Toys R Us has played a role in creating special memories for so many of us,” Heather Brechbill-Swilley, senior vice president of leasing at Mall of America, said in a statement. “We are excited to bring this playful and iconic brand to life at Mall of America for the next generation to enjoy. Whether you’re a kid or a kid at heart, this nostalgic brand will be the perfect addition for families and guests of all ages this holiday season.”
The company opened a flagship location at the American Dream Mall in New Jersey in 2021, and WHP Global this fall announced plans to open 24 additional Toys R Us flagship stores across the U.S.
Toys R Us has also expanded its reach by partnering with Macy’s. Following the 2021 announcement of its plans to open 400 shop-in-shops in Macy’s locations, the department store said a year later that it would create Toys R Us store-in-store locations across all its stores.
“After the success we’ve experienced with our first flagship at American Dream and shops inside Macy’s, bringing Toys R Us to Mall of America was a must. There is the perfect mix of entertainment and retail that makes it a highly trafficked go-to-destination for families year-round,” Jamie Uitdenhowen, executive vice president of Toys R Us at WHP Global, said in a statement.
Beyond its shop-in-shops and flagship stores, Toys R Us has also reached shoppers in another area: Terminal A at the Dallas Fort Worth International Airport. In May, the retailer worked with Duty Free Americas to open its first location within an airport. WHP Global CEO Yehuda Shmidman said the company could open more locations in other airports internationally.
