🚀 Toys "R" Us is back in action! 🛁
Good news for toy enthusiasts! The iconic retailer, Toys "R" Us, is making a comeback with a new store opening in New Jersey's American Dream Mall mid-December. This two-story, 20,000-square-meter space promises to remind you of your cherished toy store memories, complete with an ice cream parlor, multilevel slides, and various dedicated toy shop sections for shopping. 🛍️
This happens to be the sole standalone Toys "R" Us location in the United States. The company announced earlier this year plans to open ‘Store-in-Store’ locations within 400 Macy's stores starting next year. The online platform and over 900 international stores will remain operational.
📉 Retail evolution, you ask? Well, like many businesses, Toys "R" Us struggled with changing consumer habits. More and more shoppers turned to online shopping or retail giants like Walmart (TGT) and Target. The pandemic merely accelerated these trends.
Could the newly opened store arrive too late to boost sales, given the late-December opening timing? Perhaps, but it's likely to be a hit amongst last-minute shoppers and contribute to attracting more visitors to the American Dream, which finally opened in October 2020. Spanning 3 million square meters, it includes an indoor theme park, roller coasters, attractions, and a waterpark.
Whilst the renewed Toys "R" Us journey took a detour, WHP Global, a New York-based company, came to the rescue in March 2021. The company bought the Toys "R" Us brand from Tru Kids Inc. after the latter's plans to open a dozen independent stores in US shopping centers failed. Ultimately, WHP Global opened only two stores - one in New Jersey and one in Texas - before both had to shut down in early 2021, citing COVID-19 as the reason.
💡 Want to know more about WHP Global's efforts to bring back Toys "R" Us globally? Let me share some interesting insights:
- New Store Openings: WHP Global has been actively opening new Toys "R" Us stores across various countries. As of September 2023, the retailer counts over 1,400 stores and e-commerce sites worldwide.
- Store-within-a-Store Concept: One strategy involves opening ‘Store-within-a-Store’ locations within established retail chains like Macy’s. This approach allows Toys "R" Us to gain access to a vast retail network and broaden its customer base.
- Flagship Store: There's a flagship store at America’s largest shopping and entertainment complex, American Dream Mall, in New Jersey. The store serves as a central hub for the brand's revival and offers an immersive shopping experience.
- Customer Experience: The stores aim to provide a holistic toy shopping experience, offering a wide range of toys, interactive displays, and events, making it a playground for kids of all ages.
By implementing these strategies, WHP Global has successfully revived the Toys "R" Us brand, offering both new and existing customers a chance to rekindle their love for the iconic toy retailer.
