Toys “R” Us Expands Shop-in-Shop Presence at Navy Exchanges, Adding Five Locations (Total 13)

# What happened Toys "R" Us is expanding its shop-in-shop arrangement with the Navy Exchange Service Command (NEXCOM). Five additional Toys "R" Us shops will open inside NEX stores on Oct. 17, 2026, bringing the total number of Toys "R" Us locations inside NEX to 13.

# Where and when New locations include a San Diego NEX and overseas installations, including sites in Italy. All five new shops are due to open Oct. 17, timed for the holiday shopping season.

# Toys "R" Us are expanding NEXCOM frames the move as part of a retail strategy to create more engaging in-store experiences for military families. Meredith Jackson, NEXCOM's vice president and senior general merchandise manager, described immersive shopping environments like Toys "R" Us shops as enhancing the in-store experience for Navy families and offering nostalgia for parents and grandparents.

Toys "R" Us and NEXCOM say the shop-in-shop format has already contributed to accelerated year-to-date growth in the toy category compared with other NEX stores, and that the concept has helped drive toy sales across NEXCOM's enterprise. Jamie Uitdenhowen, executive vice president of Toys "R" Us at WHP Global, framed the expansion as a way to extend reach and provide a unique shopping experience for service members and their families.

# What shoppers will find Each Toys "R" Us shop will carry a selection of toys and games for kids of all ages. The spaces will include brand elements such as Geoffrey the Giraffe to create an immersive, family-focused environment.

# Context inside the broader Toys "R" Us rollout This NEX expansion follows the initial launch of Toys "R" Us shops inside NEX stores in 2024. It also comes amid broader Toys "R" Us growth initiatives announced this season, including a larger standalone store rollout and other retail partnerships that aim to increase the brand's physical footprint for the holidays.

# Practical implications for military communities

• More local access to national toy assortments ahead of the holidays, including at overseas bases.
• Curated in-store experiences that combine product assortment and brand-focused elements like Geoffrey for family visits.
• A model that NEXCOM indicates has produced measurable toy sales growth across its network, which could influence future in-store concepts and category merchandising.

# Bottom line The new Toys "R" Us shops inside Navy Exchanges expand an existing partnership that started in 2024. With five more openings on Oct. 17, 2026 — including San Diego and sites in Italy — NEXCOM and Toys "R" Us expect to reach 13 shop-in-shop locations and continue the toy category momentum seen in NEX stores so far this year.