Toys“R”Us, the ubiquitous U.S. toy store that closed its doors in 2018 after more than 30 years in business, has unveiled “bold new plans” to reopen and roll out flag-ship stores across the United States, and internationally – including in travel retail.
Leading the way in travel retail, the first-ever Toys“R”Us airport store opened late last month in Terminal A at Dallas Fort Worth International Airport (DFW), in partnership with Duty Free Americas.
DFA CEO Jerome Falic, commenting on the historic opening, said: “We are delighted to unveil the first-ever Toys“R”Us airport store in the Americas ahead of the holiday season. Beloved by millions of families worldwide, Duty Free Americas will continue to play an integral role in the expansion of Toys“R”Us travel retail stores in the region.”
Travelers visiting the store will be greeted by a life size custom Geoffrey the Giraffe 3D sculpture perfect for a family photo, before discovering a curated selection of top toys, games and exclusive collectibles. With demonstration tables for hands-on play and iconic brand elements throughout, the new airport store brings a fun Toys“R”Us experience that caters to gift buyers on-the-go and parents traveling with children.
“Toys“R”Us is a storied brand and DFW Airport is excited to be the first airport with the company’s reimagined store,” said Ken Buchanan, DFW’s Executive Vice President for Revenue Management and Customer Experience. “A key focus of ours is to ensure our customers can enjoy their time while at DFW Airport, and the addition of Toys“R”Us will add to our growing portfolio of exceptional experiences.”
As the travel retail market continues to rise, Toys“R”Us reports that it has also embarked on designing a retail experience for the cruise industry. This innovative retail store will offer a wide range of toys and exclusive cruise-themed merchandise for children and families during their voyages.
Toy“R”Us – which was purchased after bankruptcy by WHP Globalin 2021 — marked its return in the U.S. by opening a 20,000 sq ft. flagship at American Dream Mall in N.J. in 2021. This was followed by the launch of 452 Toys“R”Us shops at Macy’s stores nationwide in 2022. In partnership with Go! Retail Group, Toys“R”Us says that it will now open flagship stores in prime locations that complement the existing retail footprint at Macy’s. Similar to the global flagship at American Dream, the new flagship stores “will serve as epicenters of immersive fun, providing customers with a destination to explore and discover the hottest toys,” said the company in a recent statement.
