• by Sarah Mahoney  @mahoney_sarah, October 6, 2023

Toys R Us is entering the next phase of revitalization, with parent WHP Global announcing plans to open 24 new locations in the coming year, including some in airports and on cruise ships.

The first of these new stores is scheduled to open in November at Dallas Fort Worth International Airport through a partnership with Duty Free Americas.

This is the latest chapter in a long retail story. Toys R Us emerged from bankruptcy in 2018, and WHP bought it in 2021. Soon after, WHP opened Toys R Us’ first comeback store in the U.S. at American Dream in New Jersey. In 2022, the company rolled into a partnership with Macy’s, expanding to hundreds of stores.

The brand is now in 1,400 stores and ecommerce sites in 31 countries, generating more than $2 billion in global retail sales annually.

This new expansion will include locations “complementary” to the Macy’s sites and is in partnership with Go! Retail Group, a retail group best known for its fleet of pop-up stores like Go! Toys & Games and Calendar Club.

"The Toys R Us brand is growing fast, and our expansion into air, land and sea is a testament to the brand's strength," said Yehuda Shmidman, WHP’s chairman and chief executive officer, in the announcement. "Since acquiring Toys R Us, we have increased our global retail footprint by more than 50% with openings in the U.S., U.K., India, Dubai, and Mexico.”

Target is also making big toy news this week, unveiling its annual list of Top Toys with a renewed focus on price. The Minneapolis-based retailer is boasting that the list is the most affordable ever, with some starting at $8 and others priced under $25.

Target is marketing the 58-item collection via a new, immersive 360° shoppable experience that lets parents and kids take an unexpectedly close look at the toys.

It’s also got plenty of exclusives, including some from brands like Disney, “Star Wars,” FAO Schwarz, Lego, Hot Wheels and Barbie.

Among them is a limited-time 100-piece collection of reimagined retro Disney toys, ranging from Mickey Mouse to Buzz Lightyear.

The FAO Schwarz collection, new to Target this year, includes a version of the famous giant Dance-On Piano Mat featured in the movie "Big."