Toys “R” Us opened its second store in the Mall of America. This 11,000-square-foot flagship store is the second flagship store in the U.S. after the one in American Dream opened in 2022. Thanks to a landmark deal with Macy’s, there are around 452 Toys “R” Us mini-stores inside every Macy’s nationwide. Adding another milestone after six years of filing for Chapter 11 in 2017, WHP Global, the parent company of Toys “R” Us, announced in October last year their expansion plan to open a second US flagship store at the Mall of America around Thanksgiving in 2023.
Key Takeaways
- Strategic Expansion: Toys “R” Us strategically expands its presence by opening a new flagship store at the Mall of America, North America’s largest shopping and entertainment destination. This opening was a move following the success of its first flagship store at the American Dream megamall and over 452 shop-in-shops within Macy’s stores nationwide.
- Enhanced Customer Experience: The new flagship store at the Mall of America is dedicated to offering a diverse selection of popular toys and games for children of all ages. Visitors will have various options, including interactive experiences, product demonstrations, and even taking pictures with the famous Geoffrey the Giraffe advertising figure. Proposed additions like an ice cream shop and Geoffrey’s Cafe make it more exciting.
- Strategic Partnerships: Toys “R” Us seeks strategic partnerships with retailers to grow its accessibility locally and internationally. The collaboration with Go! Retail Group with the Mall of America illustrates a desire for commitment to innovative new concepts and worldwide expansion. In addition, the tie-up comprises global ventures, such as the Toys “R” Us stores opening within the WHSmith locations of the UK.
- Global Expansion: The resurgence of Toys “R” Us extends beyond the United States, with plans for global expansion. Initiatives include opening stores in collaboration with WHSmith in the UK and standalone stores in Canada under the management of Putman Investments. This international expansion reflects the company’s goal of increasing its physical presence outside the US market and solidifying its position as a worldwide leading toy retailer.
Toys “R” Us All Buckled up for Expansion in Mall of America and Beyond
Image source
In October last year, WHP Global revealed the location of its second US flagship store at the Mall of America, the largest shopping and entertainment destination in North America. Toys “R” Us operates a global flagship store at American Dream in the United States. Additionally, through a significant partnership with Macy’s, over 452 Toys “R” Us shop-in-shops have been established inside every Macy’s store nationwide. The latest flagship store, situated on Level 1, East, at the Mall of America, spans more than 11,000 square feet. It will feature a diverse selection of popular toys and games for children of all ages and an opportunity for visitors to take photos with the iconic Geoffrey the Giraffe advertising character, as detailed in a media release.
Jamie Uitdenhowen, Executive VP of Toys “R” Us at WHP Global, expressed enthusiasm about bringing Toys “R” Us to the Mall of America following the success of their flagship store at American Dream and their shops within Macy’s. He emphasized that the Mall of America offers an ideal blend of entertainment and retail, making it a popular destination for families throughout the year. Uitdenhowen also expressed excitement about partnering with Go! Retail Group for their first flagship store, highlighting their commitment to expanding the Toys “R” Us brand through innovative concepts and new locations worldwide.
Jamie Uitdenhowen, Executive VP of Toys “R” Us
Furthermore, starting in 2024, the flagship store will introduce new branded features such as an ice cream parlor and Geoffrey’s Cafe. Additionally, visitors can expect interactive experiences and product demonstrations from popular toy vendors.
Heather Brechbill-Swilley, Senior Vice President of Leasing at Mall of America, expressed enthusiasm about the arrival of Toys “R” Us at the mall. She acknowledged the significant role Toys “R” Us has played in creating cherished memories for many individuals and is excited to bring this beloved and iconic brand to life at Mall of America. Brechbill-Swilley highlighted that Toys “R” Us will offer a nostalgic experience for guests of all ages, making it a perfect addition for families and visitors during the holiday season.
Starting operations before Thanksgiving in 2023, this represents the inaugural flagship store in collaboration with Go! Retail Group, with additional flagship locations slated to open next year. Go! Retail Group is an independently owned toy and game retailer in the US, managing a diverse range of pop-up stores across seven countries. Additionally, it owns, operates, or oversees numerous flagship in-house brands, e-commerce websites, and year-round stores. These include Go! Toys & Games, Calendars.com, Calendar Club, and Snoozimals are established in the UK, Canada, and Australia.
Toys “R” Us is extending its global reach by increasing its physical base domestically and internationally. The company’s goal for this and the following year is to expand its presence outside the US. WHP Global, Toys “R” Us ANZ Ltd., and British retailer WHSmith collaborated to open Toys “R” Us stores within nine WHSmith locations throughout the UK during the summer.
Moreover, in September, Toys “R” Us Canada’s parent company, Putman Investments, announced plans to open eight Toys “R” Us stores spanning 25,000 square feet each and two standalone Babies “R” Us Canada locations covering 24,000 square feet each nationwide in preparation for the upcoming holiday season.
Toys “R” Us operates from a 20,000-square-foot flagship store at the American Dream mall in East Rutherford, New Jersey. This store, which opened in 2021, signifies the toy giant’s re-entry into the US market following its acquisition by WHP in March of the same year. Previously, Toys “R” Us had closed all its physical stores in the US, with the last closures occurring by January 2021, after filing for bankruptcy in 2017.
About WHP
Image source
WHP Global specializes in acquiring and managing various global consumer brands. Their approach involves acquiring brands with legacy characteristics and then strategically repositioning them to thrive in today’s market. This includes leveraging high-growth distribution channels and global digital commerce platforms. Additionally, WHP facilitates the introduction of new product categories that align with modern consumers’ preferences.
Some brands under WHP’s ownership include Toys “R” Us, Joseph Abboud, Anne Klein, Bonobos, Joe’s Jeans, Lotto, Babies “R” Us, And Isaac Mizrahi.
About Mall of America
Image source
Located in Bloomington, Minnesota, the Mall of America (MoA) is a renowned shopping destination that opened in 1992. Boasting an impressive array of offerings, it ranks as the second-largest indoor mall in the United States regarding retail space and holds the title of the largest mall by total enclosed floor area. With over 520 stores, 60 dining options, and attractions like Nickelodeon Universe—an indoor theme park featuring thrilling roller coasters—the mall provides a diverse and vibrant shopping and entertainment experience. Moreover, its extensive facilities include 12,300 parking spaces and convenient access to public transportation.
The Mall of America, which spans a massive 5.6 million square feet, is home to numerous attractions, including a 7-acre indoor theme park, FlyOver America, SEA LIFE Minnesota Aquarium, and the immersive Crayola Experience.
Conclusion
Toys “R” Us’s resurgence is evident with the announcement of its newest flagship store at the Mall of America, marking a triumphant return to the retail scene after its bankruptcy in 2017. Positioned strategically alongside its American Dream megamall counterpart and Macy’s shop-in-shops, this move underscores a revitalized strategy to reclaim its status as a premier toy destination.
With plans for innovative features like an ice cream parlor and Geoffrey’s Cafe, coupled with interactive experiences, the brand is poised to deliver nostalgia and excitement for visitors of all ages. The partnership with Go! Retail Group signals a commitment to expansion and innovation, with global aspirations evident in ventures across the UK, Canada, and beyond. As Toys “R” Us expands its physical footprint, its enduring legacy as a beloved toy retailer continues to evolve and thrive in the digital age.
