By John Q. Hosedrinker 
To meet holiday shopping demands, Toys “R” Us will open 30 new locations across the U.S. this year. The expansion includes permanent flagship stores in eight states and 20 seasonal shops across 16 states, facilitated through a partnership with Go! Retail Group. This move marks a significant comeback for the retailer, which filed for bankruptcy in 2017 and closed hundreds of stores before being acquired by WHP Global in 2021. The brand has already launched pop-up shops within Macy’s and plans to expand to airports and cruise ships.
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Toys ‘R’ Us plans to open new holiday stores in 16 states. It’s a bit of a bittersweet announcement, isn’t it? While many of us are probably thrilled at the prospect of seeing the iconic name back in action, especially during the holiday season, there’s a certain wariness that creeps in. The model they’re following seems pretty clear: the “Spirit Halloween” approach. You know, those pop-up shops that spring up for a limited time? That’s what we’re getting, at least in part, with these new holiday stores.
Toys ‘R’ Us plans to open new holiday stores in 16 states, and they’re not just sticking to land-based locations, either. There are plans for stores in airports and on cruise ships as well. Cruise ships? Well, that’s certainly a different retail experience! I’m picturing the holiday toy hunt while at sea. It seems like the core strategy is to capitalize on the holiday season, much like Spirit Halloween does with its seasonal stores.
Toys ‘R’ Us plans to open new holiday stores in 16 states, and the current owner of the name, WHP Global, bought the brand in 2021. They’ve already opened a permanent “flagship” store in Aurora, Illinois. But the real buzz is about the temporary holiday locations popping up across the country. We’re talking about a mix of outlet malls and regular malls, aiming to catch shoppers during their holiday gift hunts.
Toys ‘R’ Us plans to open new holiday stores in 16 states, and the list of locations includes some familiar names. The “flagship” stores are appearing in a few spots like the Chicago Premium Outlets, while the seasonal shops are going to be in places like Deer Park, New York; Raleigh, North Carolina; and even a few locations in Texas. The opening of these stores in a challenging economic climate raises some questions. The tariffs on goods from overseas may play a factor in the prices.
Toys ‘R’ Us plans to open new holiday stores in 16 states, and the experience may be a bit different from what we remember. It sounds like they’re leaning heavily on nostalgia, and possibly on the Funko Pop and blind bag model to fill out the inventory. It’s also worth noting that the original Toys ‘R’ Us was a very different company, and was brought down by private equity.
Toys ‘R’ Us plans to open new holiday stores in 16 states, and as some have noted, these holiday stores might just be repurposed spaces, or simply re-branded versions of existing shops. The concern is that they might just be slapping the iconic Toys ‘R’ Us sign on the front, jacking up the prices, and hoping for the best. Is this going to be the genuine Toys ‘R’ Us experience, or a cheapened, more corporate version? That remains to be seen.
Toys ‘R’ Us plans to open new holiday stores in 16 states. The brand name is now owned by a company that specializes in acquiring distressed brands. This is a common story in retail these days. What’s also clear is that these holiday stores are designed to capitalize on the Christmas shopping season.
Toys ‘R’ Us plans to open new holiday stores in 16 states, and the potential impact of these pop-up stores, especially when considering the tariffs and the state of the economy, is something to keep an eye on. It’s a sign of the times, a bit like the resurgence of other brands that have seen their share of struggles. It’ll be interesting to see how it all plays out.