WHP Global, developing the Toys R Us brand of children’s stores, has partnered with Go Retail Group. New children’s goods stores will be opened in airports and cruise ships.
It plans to open 24 new Toys R Us stores in 2024. The company expects the new partnership to provide “valuable logistics and operational efficiencies” for the iconic brand.
The new flagship stores will feature “a limited number of related products from Go, but expect a wide range of toys and games from leading toy brands.
It is known that the first store in the Aeroport space will open in Dallas in November, just before the new holiday season. The store will be operated by Duty Free Americas.
Toys R Us declared bankruptcy in 2017, accumulating $5 billion in debt. In 2018, the retailer was forced to close all of its stores, but a year later began a revival under the Tru Kids brand. This attempt was also unsuccessful and the chain closed again in 2020.
In 2021, WHP Global acquired the rights to the Toys R Us brand. The company opened a 20,000-square-foot flagship children’s toy store in the American Dream shopping center in New Jersey. It also agreed to open 400 locations in Macy’s department stores.
As for the new agreement with Go Retail Group, the retailer promises to open stores in “prime locations that complement Macy’s existing retail network.
Since acquiring the brand, WHP Global has grown its global network by more than 50%, opening stores in the U.S., U.K., India, Dubai and Mexico. The company now operates more than 1,400 stores in 31 countries.
