The iconic toy retailer Toys "R" Us has officially made a comeback with a new flagship store launching last Saturday at Denver Premium Outlets in Thornton, Colorado. The 10,000-square-foot location, found near Old Navy at 13801 Grant St., is part of a broader strategy by the brand to increase its presence in the United States. Following a bankruptcy filing in 2017 and subsequent liquidation, Toys "R" Us was acquired by WHP Global, which has since been working on revitalising the brand's brick-and-mortar footprint.
According to 9News, the expansion will not only include 10 new flagship stores but also 20 seasonal holiday shops by the end of the year. The Thornton store is managed by Go! Retail Group aims to provide shoppers with a selection of popular toys and brands like LEGO, Barbie, Hot Wheels, NERF, and Paw Patrol. The new outlet also introduces an interactive element with an arcade experience, featuring claw machines and gashapon machines—specifically the Tomy Gacha machines, acclaimed in Japan, and now debuting in the U.S.
The store's grand opening featured festive activities, including a ribbon-cutting event, face painting, and balloon twisting on Saturday, November 22, as reported by Mile High on the Cheap. The ceremonies included appearances by the brand's mascot, Geoffrey the Giraffe, and special offers extending throughout the opening weekend. The first 50 guests at the event were treated to swag bags, with the first 25 receiving a full-size plush from Snoozimals.
Looking ahead, Toys "R" Us has a holiday pop-up store planned at Park Meadows mall in Lone Tree, slated to open on December 1st, right next to the Play Park, as obtained by FOX31. This location will join other new flagships in places like Illinois, California, Maryland, Iowa, Nebraska, New York, and Kansas. Not just expanding into traditional outlets, the company has its sights on unconventional spots such as airports and cruise ships, aiming to recapture the imaginations of customers who grew up visiting their vast, aisle-filled stores.
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