Headlines

Toys "R" Us Increases Pop-Ups for Holidays

Express stores will stay open through January

Published

14 years ago

September 9, 2010

VMSD Staff

Toys “R” Us plans to open 600 temporary Express stores in malls and other shopping centers around the country for the 2010 holiday season, reports the Associated Press.

Last year, the toy retailer operated 90 standalone pop-up stores, capitalizing on mall space left available when KB Toys went out of business.

“We've been very aggressive during the economic downturn, and this is another aggressive action,” says ceo Jerry Storch. “During the holiday season, mall traffic ramps up, and this will allow customers to purchase fill-in toys.”

The Toys “R” Us Express stores will continue to open through November, with most closing in January. Several of the temporary stores opened last year remain open as outlet stores.

The Wayne, N.J.-based company operates 587 big-box stores, mainly standalone stores in shopping centers, and about 261 Babies “R” Us stores nationwide.

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