Toys “R” Us is planning a major expansion of its physical retail presence in the United States, with 120 new standalone stores expected to open in time for the 2026 holiday shopping season.
The expansion, being carried out through a partnership between brand owner WHP Global and Go! Retail Group, is expected to increase the company’s U.S. standalone footprint from about 40 locations to 160.
The move marks another significant step in the revival of the once-dominant toy retailer, nearly a decade after Toys “R” Us filed for bankruptcy in 2017 and subsequently closed its large warehouse-style stores across the United States.
The latest version of Toys “R” Us, however, will look considerably different from the sprawling big-box stores remembered by generations of shoppers.
Many of the new locations are expected to operate in smaller, more compact spaces, with some measuring around 5,000 square feet. The company is also placing greater emphasis on interactive shopping experiences aimed at attracting children, parents, teenagers and adult collectors.
Select stores are expected to feature experiential elements including cafés, candy shops and creator studios where social media events, product demonstrations and launches can be held.
The new Toys “R” Us stores are expected to carry traditional children’s toys alongside merchandise from major brands and franchises including LEGO, Pokémon, Barbie and Hot Wheels.
The standalone expansion builds on the company’s existing retail strategy in the United States, which includes Toys “R” Us shop-in-shop locations inside Macy’s department stores.
The brand has also experimented with stores in airports and other non-traditional locations as it seeks to reach consumers in places beyond conventional shopping malls.
Toys “R” Us was once one of the most recognizable toy retailers in the United States, with hundreds of stores before financial difficulties led to its bankruptcy and the closure of its domestic locations.
Under WHP Global, the brand has gradually returned to physical retail, although with smaller stores and a greater focus on experiences and changing consumer shopping habits.
The planned addition of 120 standalone stores represents one of the company’s largest U.S. retail expansions since its collapse and signals a renewed effort to make Toys “R” Us a significant destination for American toy shoppers.
