Toys “R” Us announces major expansion in Central America and the US

Toys “R” Us is launching a major expansion into Central America and the Caribbean, with El Salvador identified as a primary growth market. Cotton Candy International (CCI), the regional master partner for brand owner WHP Global, has announced a plan to open 60 megastores across six target countries over the next five years.

The expansion strategy, titled “Geoffrey Seeks a Home”, involves creating large-format retail hubs exceeding 500 square meters. These locations will feature dual branding, combining Toys “R” Us and Babies “R” Us to serve as commercial anchors for shopping centers. CCI will coordinate logistics through the Colón Free Zone in Panama to manage regional inventory.

In the United States, the brand is also making a comeback with plans to open 120 new standalone stores for the holiday season. A confirmed location in the United States will be the Mall at Short Hills in Millburn, New Jersey.