Toys R Us is planning a brick-and-mortar comeback in the U.S., with up to 24 new flagship stores


Toys r Us plans a bold return to the U.S., and it will expand its brick and mortar presence this holiday season with up to 24 new flagship stores and a separate launch at airports and cruise ships. Toys R Us plans to open up to twenty flagship stores in partnership with Go! as soon as next year. Retail Group. The company plans to roll out the locations in “prime cities” that complement its current retail footprint, WHP said. The first airport store is set to open in November, in time for the holiday season, in Terminal A of Dallas/Fort Worth International Airport, the world’s second-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,” said Yehuda Shmidman, chairman and CEO of WHP, in a statement.

The expansion plan continues a slow revival of the once ubiquitous brand.

Toys R Us filed for bankruptcy in 2017, though it could not come out of it on its own, pushing it into liquidation. According to an SEC report, Toys R Us operated 1,691 locations and licensed 257 in 38 countries in January 2017. In 2021, the company announced plans to open additional Toys R Us locations across the U.S. after the two remaining stores closed in 2021.

At that time, Shmidman stated he wanted to open a mix of flagship, airport and pop-up stores, as the retail landscape in the U.S. began to change post-Covid. In summer 2021, WHP announced a rollout of more than 400 new Toys R Us stores at

Macy’s locations across the country.

In a Friday statement, Shmidman said the company has increased Toys R Us’ global footprint by more than50% since the acquisition, with upward of 1,400 stores and e-commerce sites across 31 countries.One of those stores is its current flagship two-level store at the American Dream megamall in New Jersey. The 20,000-square-foot location features a two story slide, cafe, and ice cream store for children. The New Jersey

store is likely to remain the largest. In a partnership between Duty Free Americas and Toys R Us, the first-of its-kind store in the Dallas airport will allow customers the opportunity to purchase their favorite toys, regional merchandise, and cruise-themed products before they board a plane.