Toys R Us opens first new Chicago area store
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The legendary toy store chain Toys R Us has opened its first standalone retail store in the Chicago area since filing for bankruptcy in 2018.
- The new store is located inside the Harlem Irving Park Plaza.
Why it matters: Toy stores have been replaced by online shopping, so the shift back to standalone brick-and-mortar is unique.
Driving the news: The new location is the first Toys R Us standalone store to open since the brand closed all of its existing stores in the area in 2021.
- Later in 2021, the retailer opened pop-up boutiques inside of select Macy's stores.
State of play: Under new ownership, the brand is looking to reemerge in a different format.
- The new Toys R Us is located inside the Norridge-based mall, instead of its past big box store locations.
The review: The store is a far cry from the larger version, opting instead for a more exclusive approach. Besides an appearance from the mascot and the endless loop of the Toys R Us theme song, the store is nothing like its big box predecessor.
- Gone are walls and walls of games or sporting goods, instead focusing on new "collectible" and "anime" sections.
Between the lines: The return to in-person retail is giving consumers a nostalgic opportunity to browse, touch and feel toys they otherwise wouldn't be shopping for.
What's next: Toys R Us is planning to open 24 flagship stores in malls across the country early next year, including new stores in airports and cruise ships.