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Toys ‘R’ Us Unveils Plans for Exciting New Flagship Stores

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Toys “R” Us, the iconic toy store chain, is set to make a comeback after filing for bankruptcy six years ago. Its parent company, WHP Global, plans to open 24 flagship stores across the United States starting next year. Additionally, Toys “R” Us will open shops in airports and on cruise ships through a partnership with Go! Retail Group. The first airport shop will open at Dallas-Fort Worth International Airport in November. WHP Global sees this expansion as a testament to the brand’s strength and growth.

After opening a flagship store at American Dream mall in New Jersey and launching mini-shops inside Macy’s stores, Toys “R” Us aims to regain its position in the market. This comeback attempt comes at a challenging time for brick-and-mortar stores, as they have faced closures due to the rise of e-commerce and the impacts of the pandemic. Toys “R” Us, once a global presence with stores in various countries, filed for bankruptcy in 2017 due to significant long-term debt. By June 2018, all of its U.S. stores had closed.

Despite the challenges, Toys “R” Us hopes to capitalize on nostalgia and the fond memories that many parents and children have of their stores. The new flagship stores aim to evoke the experience of wandering through giant Toys “R” Us stores filled with a wide range of toys. The company believes that appealing to parents who received gifts from Toys “R” Us as children and now have their own kids could be a successful strategy. Moreover, Toys “R” Us plans to tap into the travel industry, as vacationers tend to spend more, potentially attracting customers on airports and cruise ships.

However, the resurgence of Toys “R” Us will face competition from online retail giant Amazon and big-box stores like Walmart and Target, which offer competitive pricing and convenience. Some experts question the long-term success of the new flagship stores, viewing them as more of a novelty. Nevertheless, the strategy of leveraging nostalgia and targeting consumers in the travel industry could provide fruitful opportunities for Toys “R” Us in the short term.

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