WHP Global Opens Second Toys”R”Us Flagship Store at Mall of America

More activations, like an ice cream shop and café, will open in 2024.

License Global

November 16, 2023

2 Min Read
Rendering of the new "Toys"R"Us flagship.
Rendering of the new "Toys"R"Us flagship. WHP Global

WHP Global, parent company of Toys"R"Us, has announced today the location of its second U.S. flagship store at Mall of America, the largest shopping and entertainment destination in North America. Set to open just before Thanksgiving, this marks the first flagship store in partnership with Go! Retail Group with additional flagship locations opening next year. 

in the U.S., Toys"R"Us has a global flagship store at American Dream, and through a landmark partnership with Macy's, over 452 Toys"R"Us shop-in-shops are open inside Macy's stores nationwide. 

"After the success we've experienced with our first flagship at American Dream and shops inside Macy's, bringing Toys"R"Us to Mall of America was a must,” says Jamie Uitdenhowen, executive vice president, Toys"R"Us, WHP Global. “There is the perfect mix of entertainment and retail that makes it a highly trafficked go-to-destination for families year-round. I'm thrilled to open our first flagship with our new partners at Go! Retail Group as we continue to expand the Toys"R"Us brand through new concepts and to new locations around the world." 

The new Toys"R"Us flagship store at Mall of America spans over 11,000 square feet. Families can shop for toys, take a photo with Geoffrey the Giraffe and more. In 2024, the Toys"R"Us flagship will introduce new branded elements like Geoffrey's Café and an ice cream parlor as well as interactive experiences and product demonstrations from toy vendors. 

Related:Toys'R'Us Makes A Big Comeback

"Toys"R"Us has played a role in creating special memories for so many of us," says Heather Brechbill-Swilley, senior vice president, leasing, Mall of America. "We are excited to bring this playful and iconic brand to life at Mall of America for the next generation to enjoy. Whether you're a kid or a kid at heart, this nostalgic brand will be the perfect addition for families and guests of all ages this holiday season." 

"It is incredibly exciting to be a part of the return of Toys"R"Us and we are fortunate to have the backing of WHP Global and Mall of America as we bring this flagship store to life for families just in time for the holidays,” says Gideon Schlessinger, chief executive officer, Go! Retail Group. 

Toys"R"Us at Mall of America will be located on Level 1, East. 

About the Author(s)

License Global

License Global is the leading news source for the brand licensing industry, delivering award-winning editorial content including news, trends, analysis, and special reports about the global consumer product and retail marketplace.

Through its print edition, website, daily e-newsletter and event publications, License Global reaches more than 150,000 executives and professionals in all major markets. The magazine also serves as the official publication for the sector’s trade events, which include Licensing Expo, Brand Licensing Europe, Licensing Expo Japan, Licensing Expo Shanghai and the Licensing Leadership Summit.

Subscribe for updates directly into your inbox.




Subscribe and receive the latest news from the industry Article
Join 62,000+ members. Yes, it's completely free.

You May Also Like