WHP Global has licensed Toys ‘R’ Us shops for two Navy Exchange Service Command (NEXCOM) stores, with plans for additional locations in 2025. The shop-in-shops will launch this fall at NEX Oceana in Virginia Beach, Va., followed by the NEX in Jacksonville, Fla.
“To better serve our deserving patrons, this launch and newest venture in the toy retail industry is incredibly exciting for our global NEX team,” said Richard Honiball, EVP, Global Chief Merchandising and Marketing Officer at NEXCOM in a statement. “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.”
“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,” said Stanley Silverstein, Chief Commercial Officer at WHP Global in a statement.
WHP Global has been aggressively regrowing the Toys ‘R’ Us brand since it acquired a controlling interest in the retailer in March 2021, including opening a flagship location at the American Dream mall in New Jersey and launching a chainwide store-in-store partnership with Macy’s that began in July 2022.
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