Reborn Toys R Us plans to launch a fleet of stores next year across the country, as well as opening retail locations at airports and on cruise ships.

The company's parent, New York-based WHP Global, on Friday said it plans to relaunch the brand by rolling out flagship stores nationally starting early next year in partnership with Go! Retail Group, which is headquartered in Austin, Texas. In addition, WHP is set to bring Toys R Us to the travel industry, with its first airport store slated to open in November at Dallas Fort/Worth International Airport through a partnership with Duty Free Americas — just in time for the holiday season.

WHP Global didn't respond to an email from CoStar News seeking comment. However, CNBC reported that the company is looking to open as many as 24 new Toys R Us stores. Currently, just one U.S. standalone Toys R Us remains following the once-ubiquitous chain's bankruptcy, a 20,000-square-foot location that debuted in December 2021 at the American Dream megamall in East Rutherford, New Jersey. The toy retailer also operates in-store shops at 452 Macy's stores.

Toys R Us is trying to come back from U.S. brick-and-mortar extinction, not a common occurrence for a retailer that went out of business. The chain liquidated under its original ownership as part of a bankruptcy proceeding in 2018, with all its domestic stores shuttered. A prior attempt by new ownership, Tru Kids, to open stores in several malls failed. Toys R Us's latest owner, WHP, said it is taking a careful and measured approach to reviving the retailer, as exemplified by its partnership with Macy's and now with Go! Retail.

"The Toys R Us brand is growing fast and our expansion into air, land and sea is a testament to the brand's strength," Yehuda Shmidman, WHP chairman and CEO, said in a statement. "Since acquiring Toys R Us, we have increased our global retail footprint by more than 50% with openings in the United States, United Kingdom, India, Dubai and Mexico. We now have over 1,400 stores and e-commerce sites across 31 countries, and as we head into 2024, we are excited to bring Toys R Us to consumers everywhere, whether you're visiting one of our stores at Macy's, at our flagships, in an airport, or on-board a cruise ship."

In partnership with Go! Retail, Toys R Us flagship stores "will open in prime locations that complement the existing retail footprint at Macy's," according to WHP.

Since 1993, Go! Retail has operated what WHP described as the largest fleet of pop-up stores in the world. Go! Retail is also the largest independently owned toy-and-game retailer in the United States.

"With over 30 years of experience in all 50 states, our focus will be to do what we do best — provide valuable brick-and-mortar logistics and operational excellence to this iconic brand," Gideon Schlessinger, Go! Retail CEO, said in a statement.

In early November, the first Toys R Us airport store is scheduled to take flight in Terminal A at the Dallas/ Fort Worth airport, the world's second busiest airport. This first-of-its-kind airport store, whose goods will include regional merchandise, will open in time for the holidays and will be operated by travel retailer Duty Free Americas.

Citing the growth in the travel-retail market, WHP said Toys R Us "has embarked on designing a retail experience for the cruise industry." Those ship stores will offer toys and exclusive cruise-themed merchandise for children and families during their voyages.

The Toys R Us brand generates more than $2 billion in global retail sales annually through 1,400 stores and e-commerce businesses in 31 countries, according to WHP. In July, WHP brought Toy R Us's defunct sibling chain, Babies R Us, back to life by opening a new store for the brand at American Dream.

WHP acquires global consumer brands and invests to find ways to distribute them. Its other brands include Anne Klein, Joseph Abboud, and Isaac Mizrahi and it has a 60% interest in Express.