Toys R Us makes a comeback with new store in Lombard
Nearly a decade after closing most of its stores in the state, Toys R Us is making a comeback in Illinois.
The retailer plans to open 120 new stand-alone stores across the country this fall, according to a statement from the company. They will be in addition to 40 currently existing locations.
One of the new stores will open at the beginning of October at Yorktown Center in Lombard.
“We heard rumblings that they (Toys R Us) were opening a number of new locations in the area, so our leasing team has been really aggressive,” said Josh Dean, general manager of Yorktown Center. “We think that Yorktown is a perfect location for Toys R Us. It attracts the ideal cross-section of families and toy aficionados.”
The store will occupy a 7,500-square-foot space located on the lower level of the JC Penney wing inside the mall, according to management.
“This is a major moment for Toys R Us as we significantly expand our presence across the United States,” Jamie Uitdenhowen, executive vice president of Toys R Us at WHP Global, said in a news release. WHP Global purchased the company in 2021. “Toys R Us has always been a place for discovery, and we’re building on that legacy by bringing customers the hottest toys, biggest trends and experiences that make the brand unlike any other,” Uitdenhowen added.
Toys R Us did not immediately respond to a Tribune request for comment on the possibility of other locations opening in Illinois.
The expansion taking place ahead of the holiday season is no coincidence.
“There’s something special about walking into a Toys R Us store, especially during the holidays,” Gideon Schlessinger, CEO of Go! Retail Group, said in a news release. Go! Retail Group is partnering with Toys R Us in the expansion. “With 160 stores open this season, we have an incredible opportunity to bring that experience to millions of customers and create destinations they’ll want to come back to throughout the year.”
In addition to the new stores, the company will be introducing “Creator Studios” at select locations.
Creator Studios, according to the statement from Toys R Us, are “dedicated spaces where influencers, creators and toy brands can create content, unveil new products and host toy reveals, launches and special events.”
A representative at the existing Toys R Us in Chicago Premium Outlets in Aurora confirmed the location will have a Creator Studio coming in the following weeks.
The company’s recent shift to in-person, experience-oriented shopping appears to be its latest bet at making a permanent comeback.
When Toys R Us initially filed for bankruptcy in 2017, the retailer had been losing shoppers to competitors like Amazon. After being purchased by Tru Kids and later WHP Global, the retailer began quietly reopening stand-alone stores, as well as shops located inside of Macy’s.
“We are growing Toys R Us in unique ways to meet customers wherever they are, whether that’s at a standalone store in their hometown, inside Macy’s, at the airport or at a Navy Exchange,” Uitdenhowen said.
The “nostalgia” that comes with Toys R Us was one of the leading reasons Yorktown Center wanted it as a tenant, said Dean.
“We just see a resurgence of a lot of these older brands that are coming back into the market,” Dean said. “It just felt like a perfect fit for us as we continue to expand.”
While the new location at Yorktown Center is not one of the lucky few to be receiving a Creator Studio, they’re excited about the new foot traffic it could bring into the mall.
“We’re looking for strong brands that we can bring in to really complement what we have here and give our customers as many offerings as possible,” said Dean. “So we see an opportunity like bringing in a partnership with Toys R Us as something long-term that will get people excited to keep coming to Yorktown.”