Retail icon Toys “R” Us is set to make a major return to Central America and the Caribbean, with El Salvadordesignated as a key growth market. Panamanian operator Cotton Candy International (CCI), the regional master partner for brand owner WHP Global, has unveiled an ambitious plan to open 60 megastores across six target countries over the next five years. The expansion aims to re-establish the brand’s presence in Latin America through large-format retail hubs.

The strategy, dubbed “Geoffrey Seeks a Home”, focuses on creating dual-branded locations combining Toys “R” Us and Babies “R” Us in storefronts exceeding 500 square meters. Designed to serve as commercial anchor stores, these units aim to boost overall foot traffic for surrounding shopping centers, dining options, and adjacent retailers. To execute the rollout in El Salvador and neighboring markets, CCI is actively courting local business conglomerates and real estate developers through master franchises and revenue-sharing lease agreements.

Supply chain operations for the regional expansion will be coordinated directly out of the Colón Free Zone in Panama, where CCI manages its primary logistics hub to streamline inventory restocking across the region. The expansion follows a successful pilot store in Panama that outpaced financial targets within its first 90 days of operation. Leveraging over 15 years of retail distribution experience, CCI intends to establish a scalable footprint throughout Central American commercial corridors.

Highlighting the vision behind the multi-country initiative, Moisés Cohen, CEO of Cotton Candy International, noted that “we want to build a regional model capable of growing in an orderly, efficient, and sustainable manner, proving that Panama can also lead the transformation of retail in Latin America.”