Toys “R” Us Re-Enters New Jersey with Seasonal Shop Ahead of Holiday Rush

To help its recovery, Toys “R” Us launched its lone New Jersey holiday shop in Deptford Mall in Gloucester County. Toys “R” Us wants to restore holiday toy sales domination with its countrywide plan. Eight full-scale flagship stores and 20 seasonal pop-ups will open in the U.S. by year-end, including Deptford. It promotes LEGO, Barbie, Hot Wheels, NERF, and Paw Patrol establishments in convenient, family-friendly locations.

Toys “R” Us’ parent firm WHP Global is expanding by licensing Deptford Mall’s seasonal shop to Go! Retail Group. To suit malls and adjust to retail traffic and customer behavior changes, the format is smaller than big-box warehouses. Toys “R” Us will be placed between mall anchors and marketed as a Christmas attraction to attract nostalgic and current shoppers.

WHP Global revived the chain in 2021 after its 2017 bankruptcy and U.S. liquidation. The toy brand’s latest growth phase blends tradition with a retail-friendly approach. Analysts note that while internet competition, supply-chain issues, and changing consumer habits make retail hard, brands like Toys “R” Us that recall childhood memories and give an in-store experience remain popular.

New Jersey shoppers can visit Deptford Mall’s revamped version of a familiar retailer before the holidays. With its curated selection of popular toy lines and mall-traffic structure, the shop aims to make toy shopping more entertaining and flexible. Deptford will test the brand’s revamped retail strategy when other sites are unveiled.