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Toys 'R' Us Is Back In a Very Weird Way

Updated: Sep 29, 2023

Do you remember the pure, unfiltered joy of walking down the aisles of a Toys 'R' Us, your eyes widening at every action figure, LEGO set, and Barbie doll? For many of us, a trip to Toys 'R' Us was nothing short of a magical experience. However, if we’re being honest, it was also the store where parents discreetly checked price tags and often said, "Maybe we can find it cheaper somewhere else."

Toys 'R' Us Is Back In a Very Weird Way
This, but... on a cruise ship?

Toys 'R' Us Is Back In a Very Weird Way

Fast forward to the present, Toys 'R' Us, the iconic toy brand that hit rock bottom with bankruptcy in 2017, has announced plans to reopen brick-and-mortar stores. My nostalgia aside, it's hard not to be a little skeptical about how this plays out, especially given the brand's history.

The Phoenix Rises?

WHP Global, the proud parent company of Toys 'R' Us, recently revealed plans for a significant expansion. The initiative, slated to begin in 2024, aims to open up to 24 flagship stores across the United States, with an additional presence in airports and—wait for it—even cruise lines.

The first taste of this resuscitated shopping experience will come as soon as this November, with a store opening in Terminal A at Dallas Fort Worth International Airport. There’s no doubt that WHP is going big with this.

Price Tag Memories

Now, the return of Toys 'R' Us is an enticing prospect for many, but let's not forget that for all its nostalgic allure, Toys 'R' Us was often the pricier option. My parents certainly didn't forget, often steering us toward other stores where we could get more bang for our buck. The question is, can Toys 'R' Us shake off this expensive image while successfully reviving its brand in a post-bankruptcy world?

A Brand's Titanic Test on the High Seas

Here's where it gets even more interesting: Toys 'R' Us is not just stopping at brick-and-mortar stores or airport kiosks. They plan to make a splash in the travel industry, including the cruise sector. Because when you think of a family cruise, you obviously think of going toy shopping, right? ...Bueller?

Nostalgia Versus Reality

While the return of Toys 'R' Us might tug at our heartstrings, there’s something to be said for the brand's ability to adapt to the modern retail environment. The plans are ambitious, if not a bit overly so. The company was sold off and liquidated for a reason, and while it may have found a new lease on life under WHP, one has to wonder if its relaunch can justify the price tags that turned some of us away in the first place.

Toys 'R' Us Is Back In a Very Weird Way
Can they avoid the same fate as yesteryear?

So, will this resurgence finally bring us a Toys 'R' Us that balances nostalgia with affordability? Only time will tell. In the meantime, I can't help but feel a mix of hope and skepticism. After all, Geoffrey the Giraffe might be adorable, but he's going to need more than cuteness to convince us this time around.

One things for sure - Toys 'R' Us is back... but in a very weird way.


26 views2 comments


Kimberly B.
Kimberly B.
Sep 30, 2023

BRUH. I was browsing through our mall's Toys 'R' Us store literally TODAY. It just recently opened on the second floor of Macy's and I was like, "I thought Toys 'R' Us was dead?" 💀

Man. So eerie.

Smash JT
Smash JT
Oct 01, 2023
Replying to

Ha! Quite the coincidence!

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