Toys“R”Us is expanding its US footprint and announced plans to open 120 new standalone stores across the country in time for the 2026 holiday shopping season.
The toy retailer said the new locations will open in partnership with Go! Retail Group, and will bring its total number of standalone US stores to 160 by the holiday season. Toys“R”Us currently operates 40 standalone locations alongside its shop-in-shop presence inside Macy’s stores nationwide.
Press release (Source: PR Newswire)
Toys“R”Us Continues Its US Comeback
Toys“R”Us filed for bankruptcy protection in 2017 before closing its remaining US stores in 2018. WHP Global later acquired a controlling interest in the company behind the Toys“R”Us brand in 2021 and began rebuilding its American retail presence.
The revival initially focused on partnerships and destination stores rather than recreating the company's old big-box network. Toys“R”Us opened a 20,000-square-foot flagship at the American Dream mall in New Jersey in 2021, followed by Toys“R”Us shops across Macy’s stores in 2022.
The latest expansion considerably increases the role of dedicated Toys“R”Us stores. New locations will carry popular brands and franchises including LEGO, Barbie, Hot Wheels and Pokémon, while some stores will include additional attractions designed to turn shopping into an experience.
(Source: PR Newswire)
Selected locations will feature “Creator Studios,” where influencers, toy companies and creators can produce content, launch products and host events. Some stores will also include cafés and candy shops.
Toys“R”Us is also expanding beyond conventional shopping centers. The retailer has been developing stores and shop-in-shops at airports and Navy Exchange locations, and recently opened a Toys“R”Us location at Orlando International Airport. A second Orlando airport location is scheduled for summer 2027.
The strategy suggests Toys“R”Us is betting that physical toy stores can still attract consumers when they offer something beyond shelves of products. Rather than simply rebuilding the chain that disappeared nearly a decade ago, the company is combining traditional stores, shop-in-shops, travel retail and entertainment-focused locations.
With 160 standalone US stores expected to be operating this holiday season, the Toys“R”Us comeback is becoming larger than its earlier experimental return to American retail.
