Toys R Us Reopens Stores for Holiday Shopping, Reviving a Brand
UPDATE: Toys R Us is making a surprising comeback this holiday season, opening new stores after its 2018 bankruptcy that saw the closure of all US locations. Under new management from WHP, the toy chain is reviving its brand with seasonal locations, aiming to capture the spirit of nostalgic shoppers.
Earlier today, I visited a newly opened seasonal Toys R Us store in Columbia, Maryland, just in time for the bustling holiday shopping season. The store is part of a strategy to serve customers during peak buying months, featuring a mix of classic toys and unexpected items like calendars. This store is only operational for a limited time, reflecting the brand’s cautious return to retail.
Upon entering, the iconic branding was unmistakable, with the beloved mascot, Geoffrey the Giraffe, prominently displayed alongside nostalgic slogans such as “I don’t wanna grow up.” The store aims to reconnect with shoppers who grew up in the ’90s and early 2000s, but the selection also appeals to current trends and children today.
Interestingly, I discovered a significant array of calendars, which caught me off guard. This seasonal store featured a wall dedicated to calendars, showcasing everything from Green Bay Packers themes to Taylor Swift designs. Although unexpected, it aligns with the offerings of Go! Retail Group, which manages Toys R Us and operates multiple calendar brands.
After exploring the calendars, I dove into the toy section, where a wide selection awaited. The store boasted popular items like Bluey dolls, catering to modern children’s interests. However, I also found nostalgic toys that appealed to older customers, including figurines of Hulk Hogan, who passed away earlier this year. This blend of nostalgia and current trends is a clear strategy to attract diverse shoppers.
Despite the impressive selection, the store’s size felt diminished compared to the expansive Toys R Us locations of the past. Prices appeared notably high, with some items, like a toy metal detector priced at $84.99, significantly costlier than similar products at competitors like Target and Walmart. As shoppers tighten their budgets this holiday season, this pricing strategy raises questions about the brand’s long-term viability.
Toys R Us, once a dominant force in the toy market, has lost significant ground to big-box retailers and online competitors. The new store openings are a bold attempt to reclaim some of that lost market share, but it remains uncertain whether the nostalgic brand can resonate with today’s young consumers, particularly those from Gen Z and Gen Alpha.
As I left the store, I pondered the challenges Toys R Us faces in the modern retail landscape. While it may evoke fond memories for many millennials, the brand needs more than nostalgia to thrive. The strategic decision to open seasonal stores reflects a cautious yet optimistic approach to reviving the Toys R Us legacy.
For anyone looking for a trip down memory lane or a fun calendar for the upcoming year, Toys R Us is back — at least for the holiday season. As this story develops, consumers will be watching closely to see if the revival can withstand the test of time.
Do you have insights or stories related to retail? Contact us with your thoughts!
