Toys R Us Shop-in-Shops Coming to Navy Exchange Stores
WHP Global, the parent of Toys R Us, has forged a license agreement with the Navy Exchange Service Command (NEXCOM) to open branded toy shops within NEX stores.
Beginning this fall, the Toys R Us experience will debut at a NEX store in Virginia Beach, Virginia, followed by a second location in Jacksonville, Florida. The toy shops will showcase a wide selection of trendy toys and games for kids of all ages and give them the chance to interact with Toys R Us mascot Geoffrey the Giraffe, according to a media release.
"We are thrilled to team up with NEXCOM to bring the joy and excitement of Toys R Us to Navy families around the globe," Stanley Silverstein, chief commercial officer at WHP Global, said in the release. "This collaboration allows us to extend our reach and provide a unique shopping experience that caters specifically to the needs of those who serve our country."
[Also Read: More Toys R Us Shop-in-Shops Coming to the UK]
"To better serve our deserving patrons, this launch and newest venture in the toy retail industry is incredibly exciting for our global NEX team," added Richard Honiball, executive vice president, global chief merchandising and marketing officer, NEXCOM. "For our military families, we hope this Toys R Us expansion evokes a deep sense of nostalgia, while also providing an even greater selection and a more engaging experience."
The first Toys R Us shop at NEX is set to open ahead of the holiday season, with additional stores to follow in 2025. The shops will also offer Navy families exclusive promotions and special events.