%20New%20Logo_4.jpg){kind=small}
Toys 'R' Us announces comeback with 120 new stores in U.S.
Toys “R” Us has announced plans to open 120 new standalone stores across the United States during the 2026 holiday season, marking its biggest U.S. expansion in nearly a decade. The move will increase the company's standalone U.S. locations from about 40 to 160 stores.
The expansion is being carried out in partnership with Go! Retail Group as the brand continues rebuilding its brick-and-mortar presence after closing its U.S. stores in 2018.
From Bankruptcy to a Retail Comeback
Toys “R” Us filed for Chapter 11 bankruptcy protection in 2017 and began liquidating its U.S. stores the following year.
The brand gradually began returning to the American retail landscape after WHP Global acquired a controlling interest in 2021. It initially rebuilt its presence through stores inside Macy's locations and a smaller number of standalone stores.
Now, the company is making a much bigger bet on physical stores.
“This is a major moment for Toys ‘R’ Us as we significantly expand our presence across the United States,” Jamie Uitdenhowen, executive vice president of Toys “R” Us at WHP Global, said in announcing the expansion.
More Than Just a Toy Store
The new stores are expected to carry familiar favorites including LEGO, Barbie, Hot Wheels and Pokémon, along with newer entertainment-driven products such as merchandise from KPop Demon Hunters.
But the new locations are also designed to offer experiences beyond traditional toy shopping.
Select stores will feature Creator Studios, dedicated spaces where toy brands, influencers and content creators can produce content, introduce products and hold events. Some locations will also include cafés and candy shops.
A New Generation of Toys 'R' Us Shoppers
The retailer's comeback comes as the U.S. toy market is seeing renewed growth, including strong demand from adult collectors and so-called “kidults” who purchase toys, games and collectibles for themselves.
The new stores will therefore cater to more than children, with collectibles and popular franchises expected to play a significant role in the merchandise mix.
The strategy also reflects how Toys “R” Us has changed since its original retail heyday. Rather than simply recreating the enormous stores of the past, the company is combining smaller standalone locations with interactive experiences and partnerships.
The Comeback Extends Beyond Stores
The 120 new locations are only one part of the company's U.S. expansion.
Toys “R” Us currently has hundreds of shop-in-shop locations inside Macy's stores and is also expanding into travel retail. New airport locations are being developed in partnership with WHSmith North America, including additional locations at Orlando International Airport.
The company also has locations connected to the Navy Exchange Service Command, giving the brand additional ways to reach families and travelers.
Just in Time for the Holidays
Toys “R” Us has not yet released the complete list of the 120 new store locations or individual opening dates, but the company says the stores are planned to be open during the 2026 holiday shopping season.
For longtime customers, the expansion represents more than a business announcement. It is a return of a retailer that became part of childhood memories for generations of Americans.
After nearly a decade away from much of the U.S. retail landscape, Geoffrey the Giraffe is getting ready to welcome shoppers back.
Comments