Toys “R” Us has announced plans to strengthen its presence in the UK as part of a global expansion strategy, according to the company. The iconic toy retailer, which filed for bankruptcy in 2017 and was later acquired by private equity firm WHP Global, is targeting several major markets outside the US, including the United Kingdom.
The UK move comes as the brand prepares to more than double its standalone store count in the US, opening 10 new flagship locations and 20 seasonal holiday shops by the end of 2025. Currently, Toys “R” Us operates only a handful of standalone stores in America, such as those in New Jersey’s American Dream Mall and the Mall of America in Minnesota.
In the UK, the retailer has not yet confirmed specific locations or timelines, but a press release from the company emphasised its focus on “strengthening its presence in major markets outside the U.S., including the UK, Mexico, South Africa, Asia and South Korea.” The brand’s global chief marketing officer, Kimberly Miller, stated that “Toys ‘R’ Us is reaching more kids and families than ever before” as it expands through partnerships worldwide.
The toy seller has already found success in other international markets such as Chile, Peru, Venezuela, Ecuador, Morocco, Turkey and Lebanon. In the US, it reaches customers via its website and through Macy’s stores across the country. Seasonal pop-up shops are also planned for the American holiday season.
No further details were available about the UK flagship store, and inquiries from The Independent were not immediately answered. The announcement signals the brand’s ambition to regain its foothold in the British market after its earlier collapse.
