Toys R Us to Relaunch in US

Toys R Us to
Relaunch in U.S.
On Monday, brand management company
WHP Global acquired a controlling interest
in the parent company of Toys R Us. .
In a statement, WHP CEO
Yehuda Shmidman painted an
optimistic picture for the future of
the once-famed toy store, calling
the United States a “blank canvas.” .
We’re in the brand business, and Toys R Us is
the single most credible, trusted and beloved
toy brand in the world … We’re coming off a
year where toys are just on fire. … And for
Toys R Us, the U.S. is really a blank canvas, Yehuda Shmidman, via 'Complex'.
Shmidman went on to acknowledge the
“toll” restructuring took on the company.
The Toys R Us chain
filed for bankruptcy
protection in 2017 and
liquidated that same
year after a tough
holiday season. .
In 2018, all of the
Toys R Us stores in the
U.S. and UK were closed.
The restructurings took a big toll on the
company … And then COVID is, hopefully,
once in a century. But now we’re getting past
those two things. And the sky’s the limit, Yehuda Shmidman, via 'Complex'.
Shmidman plans for Toys R Us
stores to roll out in a variety of
formats across the U.S. in time
for the holiday season.
Rather than its traditional, massive store
layout, Toys R Us will relaunch as pop-ups,
mini stores, flagships and airport locations. .
We really have an opportunity not just to
capture that experience for toys that people
are yearning for, but also capture where
[people] want to shop. That will be very
interesting post-Covid, Yehuda Shmidman, via 'Complex'