Now, the chain’s new owner, WHP Global has partnered with Go Retail, to open 24 new “flagship” Toys R Us stores in the U.S. starting next year.

Nostalgia may help Toys R Us

By keeping the new Toys R Us stores in “prime location that complements the existing retail footprint at Macy’s,” the company has a chance to make its new stores destinations. The chain currently has one flagship location at American Dream mall in New Jersey.

The new stores will build off that model.

“Similar to the global flagship at American Dream, the new flagship stores will serve as epicenters of immersive fun, providing customers with a destination to explore and discover the hottest toys,” the company shared in a press release.

WHP Global has been steadily expanding the Toys R Us brand since acquiring it a few years ago.

The company also plans to bring the Toys R Us brand to airports and to cruise ships.

“In early November, the first Toys R Us airport store will open in Terminal A at Dallas Fort Worth International Airport, the world’s second busiest airport,” the company shared.

The airport locations will be a partnership with Duty Free Americas.

You can read more at USA Today.