• NEW YORK 

The Navy Exchange Service Command (NEXCOM) and Toys”R”Us announced the continued expansion of the toy retailer’s shops within NEX stores.  

Following an initial launch in 2024, NEXCOM will open five new Toys”R”Us shops this year, bringing the total to 13 locations since launch. 

The expansion will bring new shops to NS San Diego, Calif., and to overseas NEX locations, including in Italy, opening Oct. 17. 

THE ROLLOUT

The Toys”R”Us NEX shops will showcase a wide selection of the hottest toys and games for Toys”R”Us kids of all ages.  

Navy families can shop for their favorite toys, capture memories with the beloved mascot Geoffrey the Giraffe — who celebrates his “birthday” on Oct. 17, the grand opening date — and rediscover their love of play. 

“Creating engaging retail experiences that differentiate the Navy Exchange is a key component of our retail strategy,” noted NEXCOM’s Meredith Jackson, vice president, senior general merchandise manager (VP/SGMM). “The expansion of immersive shopping environments like our Toys”R”Us shops enhances the in-store experience for military families, appealing to today’s youth while also creating a sense of nostalgia for many parents and grandparents.  

“This initiative is another illustration of our ongoing commitment to serving military families with unique experiences that are both memorable and relevant.” 

BUILDING ON SUCCESS 

Year to date, NEX Toys”R”Us shop-in-shops are reportedly driving accelerated growth in toys as compared to other NEX stores, and the addition of Toys”R”Us has helped drive strong growth in toy sales across NEXCOM’s entire enterprise.   

“We are thrilled to continue our partnership with NEXCOM and bring the joy and excitement of Toys”R”Us to even more Navy families around the globe,” said Jamie Uitdenhowen, executive vice president (EVP) of Toys”R”Us at WHP Global.  

“Building on the success of our existing Toys”R”Us shops at NEX, this expansion allows us to extend our reach and continue providing a unique shopping experience for those who serve our country,” Uitdenhowen stated. 

Source: WHP Global via PR Newswire (https://www.prnewswire.com/news-releases/toysrus-expands-with-nexcom-bringing-its-magic-to-more-military-families-this-holiday-season-302888553.html) 

Edited by Larry Lapka