Toys “R” Us is now newly managed by WHP Global, a leading brand and acquisition and management firm that took control in 2021. The new leadership is utilizing the brand nostalgia and heritage to guide a thoughtful expansion plan, learning from the previous structural issues like unmanageable debt and etc. The goal for WHP is to maximize the Toys “R” Us brand to global equity, which currently generates over $2 billion in global retail sales annually across over 1500 stores and e- commerce sites internationally!

The current strategy of WHP is to avoid overextending the footprint, instead focusing on strong, strategic locations such as the Mall of America. They have also partnership with companies like Go! Retail Group and are expanding their standards. Including creating new flagship locations and even seasonal pop-up shops. The brand is also going international and re-entering markets such as Turkey and even expanding to new ones like Chile and Peru. This strategic and data-driven expansion is the verified path to huge growth for the iconic brand.