Toys ‘R’ Us plans bold new expansion with 24 new stores beginning in 2024

Rendering of Toys"R"Us flagship concept.

Toys “R” Us — once an iconic global brand based in New Jersey — announced bold new plans for expansion, according to a recent announcement from its parent company, WHP Global. Together in a partnership with Go! Retail Group, the iconic toy store plans to roll out 24 Toys “R” Us flagship locations nationwide in the U.S. beginning in 2024.

It’s unclear where the stores will be, but the plan includes a new retail experience for airports and cruise ships. Some of the stores may open as early as next year, but one of the first is slated for a November opening in Terminal A at Dallas Fort Worth International Airport, making purchases there duty-free.

“The Toys ‘R’ Us brand is growing fast, and our expansion into air, land and sea is a testament to the brand’s strength,” Yehuda Shmidman, chairman and CEO of WHP Global, said. “Since acquiring Toys ‘R’ Us, we have increased our global retail footprint by more than 50% with openings in the United States, United Kingdom, India, Dubai and Mexico. We now have over 1,400 stores and e-commerce sites across 31 countries, and, as we head into 2024, we are excited to bring Toys ‘R’ Us to consumers everywhere, whether you’re visiting one of our stores at Macy’s, at our flagships, in an airport or onboard a cruise ship.”

Toys “R” Us marked its return in the U.S. in 2021, opening a 20,000-square-foot flagship at American Dream, followed by the launch of 452 Toys “R” Us shops at Macy’s stores nationwide in 2022.

In partnership with Go! Retail Group, Toys “R” Us flagship stores will open in prime locations that complement the existing retail footprint at Macy’s. Similar to the global flagship at American Dream, the new flagship stores will serve as epicenters of immersive fun, providing customers with a destination to explore and discover the hottest toys.

“As a specialty retailer and with deep roots in the toy and game industry, we are thrilled and honored to partner with WHP Global to expand the base of Toys ‘R’ Us flagship stores,” Gideon Schlessinger, CEO of Go! Retail Group, said. “With over 30 years of experience in all 50 states, our focus will be to do what we do best — provide valuable brick-and-mortar logistics and operational excellence to this iconic brand.”