Toys “R”Us to Debut Holiday Pop-Up Stores

Toys “R” Us (Wayne, N.J.) plans to open 350 'Holiday Express' toy locations across the country by early October, including 80 Holiday Express pop-up stores opening nationwide in malls and other shopping centers and more than 260 Toys “R” Us Holiday Express shops within the company's Babies “R” Us stores.

“We're aggressively expanding our toy-selling footprint to make Toys “R” Us more accessible than ever for busy shoppers this holiday season,” says Jerry Storch, chairman and ceo, Toys “R” Us. “At the same time, the foot traffic in these popular shopping destinations provides a considerable opportunity to assert our toy authority position, increase our brand penetration and drive incremental sales during this important time of year.”

The pop-up stores will be approximately 4000 square feet and will close by mid-January. The brand also plans to introduce the concept at its more than 260 Babies “R” Us stores nationwide, bringing Toys “R” Us into Babies “R” Us stores for the first time. The average shop will be 2500 square feet, nearly triple the space generally allotted to toys in the baby-focused chain.