Toys”R”Us Adding 10 Flagships

Toys”R”Us is partnering with Go! Retail Group to open 10 new flagship stores and 20 seasonal holiday shops by year’s end in the U.S. While the news release on the expansion did not provide specifics of the locales or timing of any of those added units, the Go! site offered this listing of soon-to-open Toys”R”Us locales:

• Arundel Mills, Hanover, Md.
• Bay Street, Emeryville, Calif.
• Camarillo Premium Outlets, Camarillo, Calif.
• Chicago Premium Outlets, Aurora, Ill.
• Denver Premium Outlets, Thornton, Colo.
• Jordan Creek, West Des Moines, Iowa
• Long Beach, Long Beach, Calif.
• Westroads Mall, Omaha

The brand’s news release did note that it already operates global flagships at American Dream and Mall of America, as well as in Chicago and Texas, plus its shop-in-shops inside every Macy’s store nationwide and a dedicated store at Dallas Fort Worth Airport. Toys”R”Us is also growing its footprint with military families, with six new stores slated to open through its partnership with NEXCOM, building on the first two already serving U.S. Navy and military bases.

Elsewhere, Toys”R”Us said it is expanding into markets it has never served before — Chile, Peru, Venezuela, Ecuador, Morocco and Lebanon — while also reestablishing a presence in Turkey. The brand also said it is adding to its footprint in major markets such as the UK, Mexico, South Africa, Asia and South Korea, where it is introducing new concept formats with strategic partner Lotte.

“As we head into the most magical time of the year, Toys”R”Us is reaching more kids and families that ever before,” said Global Chief Marketing Officer Kimberly Miller. “From new store openings with our global partners, to the launch of our second Global Holiday Play Day serving as the runway to the season, to Geoffrey’s Birthday celebrated worldwide on October 17th — and of course the main event in December — Toys”R”Us is creating joy and excitement for kids of all ages everywhere.”

Overall, Toys”R”Us operates 1500-plus stores and e-commerce businesses in 35 countries. It is owned by brand-management firm WHP Global, whose other holdings include Anne Klein, Babies”R”Us, Joseph Abboud, Rag & Bone and Vera Wang.