“We are engaged in the branding industry, and Toys R Us is the only credible, trusted and beloved toy brand in the world,” said Yehuda Shmidman, President and CEO of EAP. “We’re starting a year where toys are just on fire … and for Toys R Us, the US is a blank canvas.”Shmidman has outlined a plan to open Toys R Us stores in North America ahead of the upcoming holiday season. According to the company’s earlier plans, these places could take the form of flagships, pop-ups, airport stores or retail stores in other retailers.
Toys R Us originally closed its 700 final stores in North America in June 2018, nine months after the retailer filed Chapter 11 bankruptcy. Although their presence has declined domestically, Toys R Us and Babies R Us together have more than 900 brands in 25 countries worldwide. EAP claims that the Toys R Us brand generates more than $ 2 billion in retail sales.