Toys “R” Us has announced plans to expand its retail footprint nationwide. In partnership with Go! Retail Group, the toy retailer has plans to open 120 standalone U.S. stores just in time for the holiday season.
The new stores will feature toys and collectibles from popular brands like Lego, Hot Wheels, Barbie, Pokémon, and others.
Where adults can be a kid
Some of the new stores will feature “Creator Studios,” which are described as dedicated spaces where toy brands, content creators, and influencers can host toy-related events and unveil new products.
Some of the new locations will also feature cafes and candy shops.
A growing retail footprint in 2026
Toys “R” Us currently operates 40 standalone stores and Toys “R” Us shop-in-shops in Macy’s stores nationwide.
But by the holiday season, this expansion will bring the company’s standalone store count to 160, Toys “R” Us said in a press release. A store locator tool is available on the retailer’s website.
The toy company has not published a full list of the new store locations. Fast Company has reached out to Toys “R” Us for additional details. We will update the story if we receive a reply.
More ways to shop
The new standalone stores are just one part of the company’s U.S. expansion.
Toys “R” Us is also expanding in the travel retail market. In partnership with WHSmith North America, the toy retailer is opening new airport shop-in-shops at Orlando International Airport (MCO), which is one of the country’s busiest airports.
The first location opened in August, and a second location is scheduled to open next summer.
Bankruptcy and beyond
Toys “R” Us has come a long way in the last decade. In 2017, the toy retailer filed for Chapter 11 bankruptcy protection. In 2018, Toys “R” Us closed its remaining 700-plus stores, and in January 2019, Tru Kids Brands bought the Toys “R” Us brand and intellectual property.
The brand was acquired by its current parent company, WHP Global, in March 2021. That August, the retailer announced a partnership with Macy’s to open Toys “R” Us shop-in-shops in more than 400 Macy’s stores nationwide in 2022.
In mid-December 2021, the company opened a 20,000-square-foot superstore at American Dream Mall in East Rutherford, New Jersey.
In the years since, Toys “R” Us has continued to expand its footprint through Macy’s in-store shops, flagship stores, and seasonal locations. Last year, Toys “R” Us opened 20 seasonal holiday shops.