Toys “R” Us to Open 120 Standalone Stores Ahead of Holidays

Just in time for the holiday shopping season.

Toys “R” Us is returning to the U.S. market in a big way with 120 new standalone stores expected to open by holiday season. The locations will be opened by the partner retailer Go! Retail Group.

The new stores bring the standalone Toys “R” Us retail locations to 160 across the U.S. In addition to standalone stores, customers can also shop the toys retail chain at Macy’s locations across the country as well as at U.S. military bases through retailer NEXCOM.

The brand is also located in travel hubs such as an Orlando International Airport location. Select locations will include a Toys “R” Us shop-in-shops, as well as a “Creator Studios” location to host product launches and other events that involve top influencers.

The strategy behind the comeback of brands that had gone bankrupt is being implemented by brand management firms, enabling them to regain assets of well-known heritage brands and generate cash flow from them in the short term and medium term.

Unlike the traditional retail models of heritage brands that were of a capital-intensive, high-overhead brick-and-mortar structure and failed, modern brand revivals are leveraging strategic partnerships and retailing models of flexible retail stores.

How Does Go! Retail Group’s Pop-Up Model Work?

Partnering with seasoned retailers of flexible retail stores such as pop-up stores of short durations, Go! Retail Group – creator of store formats of temporary nature and of retailing on selected sites – Toys “R” Us can expand its retailing footprint on short notice and in select geographic locations. It can quickly test stores in highly performing locations, and capture peak holiday shopping periods without having to commit to long-term leases of large real estate spaces.

The comeback of the Toys “R” Us’ physical retail indicates a new way for many other familiar brands to return to their “physical roots” and grab shoppers’ attention on the ground. Such new physical retail formats for many of legacy retailers could attract families and collectors with impulse purchases, generate engagement with local communities and add value to their brand portfolios managed by brand management companies.

Related article: Research Shows a Preference for Shopping Malls Among Gen Z

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