The iconic Toys ‘R’ Us chain is ready to come back this Christmas season! After years of being out of the market, the brand that was so important for millions of children in the 80s and 90s has announced a huge expansion with more than 30 new stores in the entire U.S. Isn’t it great? The comeback is right when the Christmas holidays start and its aim is to bring magic and joy back when buying toys in person. Something many people missed since Toys ‘R’ Us filed for bankruptcy in 2017. So, let’s find out more about the new stores, shall we?
Nostalgia
For decades, Toys ‘R’ Us was the favorite place for kids and parents to discover the most popular toys of the moment. However, with the arrival of online shopping and the huge competence against big chains like Walmart and Target, the company lost ground. Finally, it had to close 735 stores and it seems to disappear forever.
Now, the brand of the popular Geoffrey the Giraffe comes back with a new strategy. According to Jamie Uitdenhowen, Executive Vice President of Toys ‘R’ Us, this new era aims to ‘’brings the magic of Toys ‘R’ Us to even more communities across the country — just in time for the holidays — and delivers the joyful shopping experience that has made us a trusted destination for generations.’’
More than 30 new Toys ‘R’ Us stores
The expansion plan includes more than 30 Toys ‘R’ Us stores in the entire country, which will be open throughout the Christmas season. The company already has 10 stores open, including a flagship in the Chicago Premium Outlets of Aurora, Illinois. Among the stores that are already functioning we can find:
- Aurora, Illinois (Chicago Premium Outlets)
- Auburn Hills, Michigan (Great Lakes Crossing)
- Grapevine, Texas (Grapevine Mills)
- Metairie, Louisiana (Lakeside Shopping Center)
- Nashville, Tennessee (Tanger Outlets)
- Raleigh, North Carolina (Crabtree Valley Mall)
- Columbia, Maryland (The Mall in Columbia)
- Lubbock, Texas (South Plains Mall)
- Tukwila, Washington (Westfield Southcenter)
- Farmington, Utah (Station Park)
What’s more, Toys ‘R’ Us will also open 8 more flagships stores in:
- Camarillo, California (Camarillo Premium Outlets)
- Hanover, Maryland (Arundel Mills)
- Des Moines, Iowa (Jordan Creek)
- Omaha, Nebraska (Westroads Mall)
- Thornton, Colorado (Denver Premium Outlets)
- Deer Park, New York (Tanger Outlets Deer Park)
- Wichita, Kansas (Towne East Square)
Holiday pop-up stores
Apart from big stores, Toys ‘R’ Us will also open temporary stores called Seasonal Holiday Shops in malls of several states. These shops will be available during the Christmas season so that more people can enjoy the shopping experience. Some of the locations for these shops are:
- Deptford, New Jersey
- Evansville, Indiana
- Manchester, New Hampshire
- Emeryville, California
- Novi, Michigan
- Lone Tree, Colorado
- San Antonio, Texas
- Sevierville, Tennessee
- King of Prussia, Pennsylvania
- Westlake, Ohio
- Buffalo, New York
Classic toys
The new Toys ‘R’ Us stores will have the most beloved toy brands by children: Barbie, Hot Wheels, LEGO, NERF, and Paw Patrol, among many. The company encourages families to visit its new stores and ‘’rediscover what it means to be a Toys ‘R’ Us kid’’, which is a phrase that aims to connect with the nostalgia of generations that grief up buying there.
Macy’s alliance
A great part behind the company’s comeback is its alliance with Macy’s. Thanks to this collaboration, many people can find toy sections from the brand in Macy’s stores. This strategy has been well received by customers, and some have even stated that ‘’Toys ‘R’ Us in Macy’s is better than Target’’.
Toys ‘R’ Us failure
At the time, the company was leading the toys market during the 80s and the 90s, but the competition intensified with the passage of time. For example, places like Target and Walmart offered lower prices due to a more efficient distribution.
So, the company experienced very difficult financial times for years and, even though it got to solve (briefly) the situation after having filed for bankruptcy in 1998. Then, in 2017 the company was forced to close forever.
With a combination of nostalgia, classic toys, and new experiences, the brand hopes to be once again the favorite place for families and toy lovers in the entire country. Are you excited about this comeback?