The beloved and former toy industry leader, Toys “R” Us, is revamping its brand ahead of the holiday season with new stores across the country, including two in California.
The company announced a nationwide expansion on Oct. 16, unveiling 30 new locations. The rollout includes a flagship store at the Camarillo Premium Outlets in Ventura County and a seasonal holiday shop at Bay Street Emeryville Mall in the Bay Area.
According to the company, the new stores are designed as convenient, family-friendly destinations featuring popular toy brands such as LEGO, Barbie, Hot Wheels, NERF and Paw Patrol.
“This next phase of growth brings the magic of Toys ‘R’ Us to even more communities across the country — just in time for the holidays,” said Jamie Uitdenhowen, executive vice president of Toys “R” Us at WHP Global, which owns the brand.
According to USA Today, the Camarillo flagship is part of Toys “R” Us’ latest effort to reestablish itself in brick-and-mortar retail with smaller, more interactive store formats featuring play zones, curated toy selections and family-focused shopping experiences.
The Los Angeles Times also reported that the expansion follows Toys “R” Us’s 2017 Chapter 11 bankruptcy filing and the closure of more than 700 stores the following year. Since then, the brand has re-emerged through smaller ventures, including “shop-in-shop” locations inside Macy’s stores across the U.S.
Company officials said additional store openings will be announced throughout the holiday season.
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