Toys R Us is making a significant return to the U.S. retail landscape by opening 120 new standalone stores across the country in time for the holiday shopping season, marking its largest expansion in years [1]. This move is part of a partnership with Go! Retail Group and will bring the total number of standalone Toys R Us stores in the U.S. to 160 [1]. The company did not disclose the full list of new locations, their opening dates, or store sizes, nor did it specify whether all 120 stores will remain open after the holiday season [1].
The new stores will offer a range of toys, collectibles, and gifts from major brands such as LEGO, Barbie, Hot Wheels, Pokémon, and "KPop Demon Hunters" [1]. Select locations will also feature candy shops, cafés, and Creator Studios designed for influencers and toy companies to create content and host product launches [1]. Jamie Uitdenhowen, executive vice president of Toys R Us at parent company WHP Global, described the expansion as a major moment for the brand, emphasizing the company's multi-format approach, which includes standalone stores, in-store shops at Macy’s, airport locations, and Navy Exchanges [1].
The announcement is the latest step in Toys R Us’s ongoing effort to rebuild its brick-and-mortar presence after filing for Chapter 11 bankruptcy in 2017 and closing all U.S. stores in 2018 [1]. The company reemerged under Tru Kids Brands in 2019, but initial attempts at smaller-format stores were cut short by the COVID-19 pandemic [1]. WHP Global acquired a controlling stake in 2021 and has since driven the brand’s resurgence, including opening a flagship store at the American Dream complex in New Jersey and launching hundreds of in-store shops at Macy’s, which reportedly boosted Macy’s first-quarter toy sales by 15 times compared to the period before the partnership [1].
The partnership with Go! Retail Group, formalized in 2023, is part of an "air, land and sea" expansion strategy aimed at reaching customers beyond traditional malls [1]. Go! Retail Group CEO Gideon Schlessinger stated that the 160 standalone stores are expected to bring the Toys R Us shopping experience to millions of customers during the holidays [1].
CONCLUSION
Toys R Us’s aggressive expansion signals a strong commitment to reclaiming its position in the U.S. toy market, leveraging strategic partnerships and diverse retail formats. The move is expected to significantly boost the brand’s visibility and reach during the critical holiday shopping season, with potential for lasting impact depending on the stores’ post-holiday performance.