Toys R Us Ramps Up Store Openings for the Holidays

Toys R Us has massive expansion plans for this holiday season. 100 days before Christmas, the toy retailer announced that it would be experiencing “its largest growth year yet.” Most of the growth is happening in the U.S., with 36 total stores planned to open by the end of the year. Toys R Us, in partnership with Go! Retail Group, is opening 10 new flagship stores and 20 seasonal holiday shops. It will also be growing its footprint on military bases, opening six new stores in partnership with NEXCOM.

Total Retail's Take: The established toy retailer is slowly rebuilding its physical footprint, and just in time for the busy holiday shopping season. It's part of a strategic turnaround plan ongoing at Toys R Us. The mix of flagship stores and seasonal holiday shops allows Toys “R” Us to test store formats, markets, and consumer behavior with a lower risk pop-up model before committing itself to permanent big-box locations. Furthermore, by investing in brick-and-mortar stores at a time many retailers are reducing their physical footprints, Toys “R” Us can differentiate its brand on experience, helping it to potentially reclaim lost market share to online competitors. Lastly, Toys R Us is trying to tap into nostalgia, brand equity, and experience as part of its comeback.