Toys"R"Us® Expands with NEXCOM, Bringing Its Magic to More Military Families This Holiday Season

NEW YORK, Sept. 24, 2026 /PRNewswire/ -- Toys"R"Us®, the world's leading authority in toys and play, and the Navy Exchange Service Command (NEXCOM) announced today the continued expansion of Toys"R"Us shops within NEX stores. Following an initial launch in 2024, the expansion will bring new shops to San Diego and to overseas NEX locations, including in Italy, opening October 17 in celebration of Geoffrey the Giraffe's birthday.

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, and rediscover their love of play.

The rollout continues to build momentum. Year to date, NEX Toys"R"Us shop-in-shops are 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. Building on this success, NEXCOM will open five new Toys"R"Us shops this year, bringing the total to 13 locations since launch.

"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 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."

Commenting on behalf of NEXCOM, "Creating engaging retail experiences that differentiate the Navy Exchange is a key component of our retail strategy. 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," said Meredith Jackson, Vice President, Senior General Merchandise Manager, Navy Exchange Service Command.

The new Toys"R"Us shops will Grand Open on October 17, 2026, bringing the magic of Toys"R"Us to more Navy families around the world.

About Toys"R"Us
Toys"R"Us is a global leader in the toy industry, celebrating the joys of childhood and play for over 70 years. Geoffrey the Giraffe™, the beloved mascot of Toys"R"Us, is adored by millions of kids and their families around the world. Globally, the brand generates more than USD $2 billion in annual retail sales through over 1,680 stores and e-commerce businesses in 37 countries. Toys"R"Us is owned by WHP Global, a leading brand management firm with a portfolio of 16+ consumer brands that generate USD$9.5+ billion in retail sales. Follow @toysrus on social for the latest updates.

About NEXCOM
The Navy Exchange Service Command enables warfighter readiness and strengthens the Navy's quality of life mission. Providing essential products, services, hospitality and outfitting Navy communities around the globe, NEXCOM is continuously evolving to meet the demands of today's military operational environment. As further sustainment to Navy Warfighters and military families, 100% of the command's earnings are directed to Navy quality of life programs, amounting to over $3.8 billion since 1946. NEXCOM's enduring mission and lines of effort serve as a critical resource and a vital capability within the Naval Supply Systems Command Enterprise.

Media Contacts
Jaime Cassavechia / Demi Halawa
Toys"R"Us
[email protected]
(212) 518-4771

SOURCE Toys"R"Us