Get ready for a wave of nostalgia and excitement! Toys"R"Us, a brand synonymous with childhood joy, is making a significant comeback. A brand new location is set to open its doors this month, marking another step in the revival of this beloved retailer.

While the memory of Toys"R"Us filing for bankruptcy in 2017 might still linger, the company has demonstrated remarkable resilience. Against all odds, it managed to maintain a few physical stores, keeping the flame of the brand alive.

The grand opening of the new Toys"R"Us store is scheduled for September 20th at the Chicago Premium Outlets in Aurora. This location isn't just a store; it's poised to be a destination, offering a vibrant and immersive shopping experience for kids and adults alike.

Spanning an impressive 13,000 square feet, the new store promises to be a treasure trove of toys, games, and entertainment. The grand opening celebration will be a day-long extravaganza, filled with fun activities for the whole family.

No Toys"R"Us celebration is complete without the appearance of Geoffrey the Giraffe, the iconic mascot that has charmed generations. Geoffrey will be on hand to greet guests, pose for photos, and spread the joy that Toys"R"Us represents.

Adding to the festive atmosphere, there will be face painting and balloon twisting activities, ensuring that the youngest visitors are thoroughly entertained. These classic activities are sure to bring smiles and create lasting memories.

To make the grand opening even more special, the first 25 guests to arrive at the new Toys"R"Us store will receive a full-size Snoozimal plushie. These cuddly companions are the perfect way to commemorate the occasion.

And the giveaways don't stop there! The first 75 guests will also receive "swag bags" filled with a variety of exciting items. These bags are a fun way to discover new toys and treats, adding an extra layer of surprise to the grand opening experience.

This new Toys"R"Us location is not just a store; it's an experience. It boasts an updated and tricked-out design, featuring an arcade area that will captivate visitors of all ages. Inside, you'll find claw machines and the ever-popular Japanese gashapon machines, providing endless opportunities for fun and excitement.

Parents looking to get a head start on holiday shopping will find everything they need at Toys"R"Us. The store will stock all the top toys and games of the season, ensuring that you can find the perfect gifts for the children in your life.

From Barbie to Hot Wheels, LEGO to Nerf, Paw Patrol to a variety of other popular brands, the new Toys"R"Us store will offer a wide selection of toys and games to cater to every interest and age group.

The Chicago area store is not an isolated event. According to a Facebook post from the retailer in January, this is actually the fifth new Toys"R"Us location to open as part of the brand's resurgence.

Other current flagship Toys"R"Us locations include the American Dream Mall in East Rutherford, NJ, and the Harlem Irving Plaza in Northridge, IL. These stores serve as beacons of the brand's revival, offering a glimpse into the future of Toys"R"Us.

While many might assume that Toys"R"Us disappeared entirely, WHP Global's strategic moves have kept the brand alive and well. In fact, there are far more Toys"R"Us locations today than many people realize, thanks to smaller pop-up stores.

WHP Global acquired Toys"R"Us during the bankruptcy proceedings, securing a majority stake in Tru Kids, the parent company of both Toys"R"Us and Babies"R"Us. This acquisition marked a turning point for the brand, paving the way for its comeback.

WHP Global has ambitious plans to open approximately 24 flagship Toys"R"Us stores, and the Chicago Premium Outlets location appears to be one of these key locations. This expansion signifies the company's commitment to revitalizing the Toys"R"Us brand and bringing it back to communities across the country.

In addition to flagship stores, Toys"R"Us has also partnered with the Navy Exchange Service Command (NEXCOM) to establish locations on military bases in the United States and around the world. This partnership ensures that military families have access to the toys and games they love, no matter where they are stationed.

The story of Toys"R"Us is a reminder that even in the face of adversity, iconic brands can find a way to reinvent themselves and reconnect with consumers. Bankruptcy, a legal process designed to help companies manage debt, is not always the end of the road.

Chapter 11 bankruptcy, for example, allows companies to restructure their business with the goal of remaining open, even if it means selling off assets. Chapter 7, on the other hand, involves selling all of a company's assets, effectively putting it out of business.

There's also Chapter 15 bankruptcy, which facilitates collaboration between American and foreign courts in cases involving "parties of interest involving more than one country," according to the U.S. Courts.

Before its resurgence, Toys"R"Us experimented with pop-up stores inside department stores, with approximately 400 locations nationwide. This strategy helped keep the brand visible and allowed it to maintain a presence in the retail landscape.

In addition to physical stores, Toys"R"Us also maintains a fully operational website, offering a wide selection of video games, toys, dolls, action figures, and more. This online presence allows the brand to reach customers across the country, regardless of their proximity to a physical store.

The bankruptcy filing in September 2017 was triggered by approximately $5 billion in long-term debt. Court documents revealed that Toys"R"Us was spending around $400 million annually just to pay off this debt, hindering its ability to invest in other areas of the business.

Toys"R"Us had not seen a profit since 2013, struggling to compete with retail giants like Amazon and Walmart. The combination of heavy debt and increased competition ultimately led to the company's downfall.

Liquidation sales began in March 2018, resulting in the closure of over 800 Toys"R"Us and Babies"R"Us stores. This marked a sad chapter in the history of the brand, leaving many wondering if it would ever return.

In January 2021, bankruptcy proceedings concluded with all locations ceasing operations. However, the story didn't end there. In March of the same year, WHP Global stepped in to rescue the brand, setting the stage for its remarkable comeback.