Toys “R” Us set for it’s biggest Holiday Season yet

The saga of the world’s biggest toy store continues. More stores are opening, as Toys “R” Us cements its return.

The biggest selection, Toys “R” Us

It wasn’t long ago, that Toys “R” Us was all but dead in the United States. And with the retail chain dimming its lights for the last time in 2018, the dedicated toy store all but went with it. Thing is, that collapse didn’t last all that long.

After a few false starts, the company rebooted, establishing fresh footing in America. The relaunch came by way of partner Go! Retail Group, and saw a series of shops opening up within Macy’s stores. Not only that, but standalone locations started opening as well, including a few flagships in Chicago and Texas. Right there with them were “global flagships” in the American Dream and Mall of America. So what’s next? Well, put simply, more.

TRU has just revealed that it’s “expanding in a big way this holiday season”. And from the look of it, they mean every bit of that. While there are no details just yet, Toys “R” Us is planning a major expansion to its mass market shops. The push will see an additional ten retail locations opening, joined by a whopping 20 seasonal shops. And the timetable for all of that is short. Really short. Obviously the Holiday shops will target this Christmas season, but the company plans on those ten additional locales by the end of the year as well.

On top of the above, TRU shops will also be continuing to serve military families. The company says it will be cracking the doors on six more of those locations, “through its partnership with NEXCOM”. U.S. Navy and military bases already host a pair of the stores, so this’ll be a major buildout into the sector.

Global (toy) domination

So that’s the plan when it comes to the United States, but there’s way more on tap for TRU. The brand will soon reach Chile, Peru, Venezuela, Ecuador, Morocco, and Lebanon, all for the first time. And right along with that, it’ll be “reestablishing a presence in Turkey” too.

But what about some of its already existing markets? Well, have no fear. Toys “R” Us will be “further strengthening its footprint” in across the rest of the globe, expanding in the UK, Mexico, South Africa, Asia, and South Korea. That’ll be in a strategic partnership with LOTTE, which will see the birth of “new concept formats”. We’re not exactly sure what that might mean, but we’re excited to find out.

“As we head into the most magical time of the year, Toys”R”Us is reaching more kids and families that ever before,” said Kimberly Miller, Global Chief Marketing Officer, Toys”R”Us. “From new store openings with our global partners, to the launch of our second Global Holiday Play Day serving as the runway to the season, to Geoffrey’s Birthday celebrated worldwide on October 17th—and of course the main event in December—Toys”R”Us is creating joy and excitement for kids of all ages everywhere.”

Toys “R” Us press release

Online toy fans should watch out for more in the social media space as well. TRU will be blasting on to the holidays with “engaging social content and brand activations, both in-store and digital, designed to connect with consumers and help them find the perfect gift.”

Stay tuned toy-fans and kids, because it sounds like Geoffrey is just getting started.