Maybe being counted as down and out following the closure of most of its U.S. stores – and a bankruptcy – nearly a decade ago, in addition to the failed open-and-close of two physical locations in 2019, Toys “R” Us appears to be staging for a massive expansion just in time for the holidays.
Toys 'R' Us Is Attempting a Somewhat Miraculous Comeback After a Recent History of Trouble
While the history is complicated, as Retail Dive senior editor Kaarin Moore noted, WHP Global – current managers of the Toys “R” Us brand – is partnering with Go Retail Group to open 120 new standalone physical stores across the U.S. this holiday season. Doing so would bring the current store count to 160 spaces, with additional shop-in-shop presence in certain airports, Macy’s locations, and with the Navy Exchange Service Command.
“The new standalone Toys"R"Us stores will feature a curated assortment of the season's hottest toys, collectibles and must-have gifts from the world's most popular toy brands and latest movies, including LEGO®, Barbie®, Hot Wheels®, Pokémon, KPop Demon Hunters, and more. As a trusted authority in toys and play, Toys"R"Us brings together the biggest brands, emerging trends and sought-after products all in one place, creating a destination for kids, gift-givers, collectors and fans of all ages to discover what's new and what's next,” a Sept. 17 press release read.
“Select locations will introduce new experiences at the intersection of play, entertainment and content creation, including Creator Studios, dedicated spaces where influencers, creators and toy brands can create content, unveil new products and host toy reveals, launches and special events. Select stores will also feature candy shops and cafés, giving customers even more reasons to explore, discover and spend time at Toys’R’Us,” it added.
Social Media Response Appears Mostly Positive, Tinged With Nostalgia
Reaction to the news across social media platforms was registered as broadly positive, with one particularly popular video from the Spawn Wave channel attracting more than 106,000 views in just two days.
The channel’s host, Jonathan Downey, lamented the current situation of children facing significantly reduced destination brick-and-mortar toy shopping compared with times past in the preface to his video, going on to call the Toys “R” Us re-emergence a “shocking twist” while showing optimism over the move. He particularly emphasized the creator spaces as being personally interesting (albeit “risky”), which appears logical given his own status as a content creator with a sizable following.
“I would like to see this succeed. It’s not common to come across many toy stores anymore, especially on the level of Toys ‘R’ Us… If they do it correctly, [Toys ‘R’ Us)] would kind of stand out… But it’s gonna come down to the execution,” Downey said.
Comments attached to the video were filled with nostalgia-tinted comments fondly remembering the retailer’s past iteration – and a top-rated call for the return of the video rental stores of yesteryear – alongside hopes for a successful comeback for the company.
Questions for further discussion:
Do you believe the Toys "R" Us comeback story will have a happy ending? Why or why not?
What advice would you give to Toys "R" Us leadership as it embarks on this ambitious plan to open 120 new stores for the holiday season? What are the errors it needs to avoid making?
What advantages do you believe Toys "R" Us has versus competitors in its space? On a broader level, is there longevity in the assortment and experience it aims to provide to today's consumer?