WHP Global, the parent entity of Toys"R"Us, has established a strategic alliance with Cotton Candy International to debut the Toys"R"Us and Babies"R"Us brands in the Latin American and Caribbean markets.  

The move will commence with the launch of flagship stores in Panama by 2025, followed by a series of dedicated outlets across the region. 

The venture into Latin America and the Caribbean signifies a pivotal chapter in Toys"R"Us's international growth, building on recent triumphs in major global markets such as Mexico. 

WHP Global chief commercial officer Stanley Silverstein said: "Toys"R"Us continues to enchant consumers across the globe, and we are excited to collaborate with a robust wholesale and retail operator like Cotton Candy International to bring this cherished brand to Latin American families for the first time. 

"This expansion reaffirms our dedication to spreading the joy of Toys"R"Us to new markets and families everywhere." 

The Latin American market is rapidly expanding, driven by a rising demand for premium toys and family-oriented retail experiences. 

Cotton Candy International, which has experience in products for families and babies, is considered a suitable partner for establishing and nurturing the brands in these markets. 

Cotton Candy International CEO Moises Cohen said: "It's a privilege to join forces with WHP Global to debut Toys"R"Us and Babies"R"Us in Latin America. 

"We are thrilled about this chance to present these storied brands to fresh audiences. Our goal is to forge an immersive and captivating retail experience, starting with our flagship store in Panama, then extending our reach with additional stores across the region." 

The flagship store set to open in Panama in 2025 will showcase a selection of toys, games and interactive features.

With operations spanning more than 32 countries, Toys"R"Us and Babies"R"Us are leveraging both bricks-and-mortar stores and digital channels for their expansion.