The news: Toys R Us will open 10 new flagship stores and 20 seasonal holiday shops by year-end, doubling down on its return to physical retail.

• The WHP Global-owned brand already operates flagships at American Dream in New Jersey and Mall of America in Minnesota, additional locations in Chicago and Texas, store-within-a-store concepts inside Macy’s, and a dedicated shop at Dallas Fort Worth Airport.
• Toys R Us will also open six new stores through its NEXCOM partnership, building on two existing locations that serve US Navy and military bases.
• Toys R Us is also expanding internationally by entering Chile, Peru, Venezuela, Ecuador, Morocco, and Lebanon for the first time, while reestablishing a presence in Turkey. The brand is further strengthening its footprint in major markets such as the UK, Mexico, South Africa, Asia, and South Korea, where it is introducing concept formats with strategic partner LOTTE.