Iconic brand returns to UK high streets with 129 new stores

An iconic brand is making its comeback to the high street, with new concession stores across the country. Toys "R" Us was a major retailer of toys, clothing, and baby products until 2017, when it filed for bankruptcy and subsequently closed its stores.

At its peak,the chain had over 105 stores in the UK. The company reported that it would be liquidating in December 2017 and announced its entry into administration in February 2017. After 32 years of operation, Toys "R" Us ceased trading in the UK, and all stores were closed by April after a liquidation sale. Now, it is returning to the UK, with 129 new stores opening over the last year. The most recent opening was yesterday's (November 14) launch of a concession store in Basildon's TG Jones. Mathew Knight, store manager at TGJones in Basildon, said: "We were determined to get it open earlier than planned as our customers were enquiring and very keen for the Toys R Us to open.

"The team stayed late Thursday night to do the finishing touches, and were pleased to see a queue out the front of the store from 8am, and have been met with lots of positive feedback."

Earlier this year, Toys "R" Us opened stores in Epsom, Godalming, Stirling (all November 8), Stockport, Alnwick, Christchurch, Bridgnorth, Hitchin and Worcester (all November 3).

The brand also opened concessions in 23 Welcome Breaks in May, July, and August.

Lauren Beitelspacher, a marketing professor at Babson College, told Marketplace that she is "very optimistic" about the brand's success, saying they can capitalise on older generations' nostalgia for the brand, and younger people's interest in in-person shopping.

"When there's no store to go into, you don't get to interact with the merchandise," Beitelspacher said. "You lose the ability to touch and feel these products."

In America, Toys "R" Us now has eight flagship stores, over 450 concessions inside Macy's department stores, and 13 seasonal stores.