Toys “R” Us, the beloved toy retailer, is set to expand its presence across the United States significantly, increasing the number of standalone stores from 40 to 160 by the upcoming holiday season of 2026. This announcement, made on 17 September 2023, marks a bold step in the brand’s revival efforts nearly a decade after it filed for bankruptcy and closed its U.S. outlets.
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The ambitious plan involves the opening of 120 new stores, a joint venture with Go! Retail Group. This initiative is aimed at revitalising the Toys “R” Us brand, which has seen waves of popularity since its original establishment. Jamie Uitdenhowen, the executive vice president of Toys “R” Us, expressed excitement over this expansion, highlighting the intent to meet customers in diverse locations, whether at standalone shops in local communities, inside Macy’s department stores, or at other unique venues.
However, specific details regarding the new locations and their opening schedules have not yet been disclosed. The stores will feature an array of toys and collectibles from top brands, including LEGO, Barbie, Hot Wheels, and Pokémon, as well as unique experiences for shoppers. Some outlets are set to offer additional amenities such as candy shops, cafés, and special Creator Studios aimed at influencers and content creators. These studios will facilitate product launches and special events, with the first five to be located in existing stores at prime locations.
Toys “R” Us has a rich history as a dominant player in the toy retail market. The company entered bankruptcy protection in September 2017 due to a staggering $5 billion in debt and ultimately closed its remaining U.S. stores the following year, marking the end of an era for a brand synonymous with childhood. Despite initial attempts at recovery with smaller store formats in 2019, these efforts culminated in further declines until WHP Global acquired a controlling stake in the brand in 2021.
The revival of Toys “R” Us began in earnest with the opening of a flagship store in the American Dream mall in New Jersey in December 2021, followed by an expansion in 2022 to include shops inside hundreds of Macy’s locations across the country. The collaboration with Go! Retail Group stands as a testament to the brand’s commitment to reclaiming its market presence.
The American toy industry appears to be experiencing a renaissance, with U.S. toy sales rising by 17% in the first half of 2026—its most robust performance in six years, according to data from market research firm Circana. Interestingly, the demographic of toy consumers is evolving, with adults increasingly contributing to sales due to a heightened interest in collectibles and trading cards.
While the expansion is a promising sign for the iconic brand, it remains significantly smaller than its pre-bankruptcy scale. At its peak, Toys “R” Us operated hundreds of stores across the U.S., including its renowned Times Square flagship, which boasted an indoor Ferris wheel and a striking animatronic T-Rex until its closure in 2015.
Strategically, the company is also exploring opportunities beyond traditional retail locations. Toys “R” Us has partnered with the Navy Exchange Service Command, and it has initiated openings in airports, with a recent shop-in-shop launched at Orlando International Airport. Another such outlet is expected to follow suit in summer 2027.
Globally, Toys “R” Us has reported annual retail sales exceeding $2 billion, operating more than 1,680 stores and e-commerce platforms across 37 countries. This global reach underscores the brand’s enduring appeal, even as it rebuilds in the U.S. market.
Gideon Schlessinger, CEO of Go! Retail Group, emphasised the significance of the upcoming store openings, particularly during the festive season, stating, “There’s something special about walking into a Toys ‘R’ Us store, especially during the holidays.” With an enhanced presence of 160 stores ready for the season, Toys “R” Us aims to create magical shopping experiences that will entice customers to return throughout the year.