A new Toys”R”Us store will soon open in a suburban mall and an existing store will get a new “Creator Studio” as part of a massive expansion, the company announced this week.
The openings are part of a major expansion by the toy company that will give shoppers 120 new Toys”R”Us locations to choose from across the country.
The standalone store coming to the Chicago area is set to open on Oct. 1 at Gurnee Mills, located at 6170 W. Grand Ave. in Gurnee.
There is another store opening in Illinois, though it is a bit of a drive outside of the Chicago area. White Oaks Mall, located at 2501 Wabash Ave. in Springfield, will also get a new standalone store on Oct. 1.
Toys”R”Us is also introducing what they call “Creator Studios” to some locations, including one that will open at the store in the Chicago Premium Outlets in Aurora in just a few weeks, a spokesperson for the company said.
The Creator Studios are “dedicated spaces where influencers, creators and toy brands can create content, unveil new products and host toy reveals, launches and special events,” according to a press release about the expansion.
“This is a major moment for Toys”R”Us as we significantly expand our presence across the United States,” said Jamie Uitdenhowen, Executive Vice President of Toys”R”Us at WHP Global. “Together with our incredible partners, we are growing Toys”R”Us in unique ways to meet customers wherever they are, whether that’s at a standalone store in their hometown, inside Macy’s, at the airport or at a Navy Exchange. Toys”R”Us has always been a place for discovery, and we’re building on that legacy by bringing customers the hottest toys, biggest trends and experiences that make the brand unlike any other.”
The expansion comes not only ahead of holiday season, a major shopping time for parents, but also as toy sales among adults are spiking.
Toy sales in adult-only households now outpace sales in households with children, growing 16% through June, according to market research group Circana, equivalent to 55% of total toy industry receipts. Toy sales among all adults are growing 25%, only slightly behind the teen group at 33%. When combined, teens and adults accounted for nearly 60% of the industry’s incremental dollar gains in the first half, Circana said.
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