Summary (tl;dr)

Toys R Us is making a significant comeback by opening 120 new standalone stores across the United States in time for the 2026 holiday shopping season, bringing its total standalone U.S. footprint to 160 locations. This major expansion is driven by strong consumer demand and aims to provide an experiential toy shopping environment.

Essential Background

Toys R Us, once a dominant American toy retailer, filed for Chapter 11 bankruptcy protection in September 2017 due to mounting debt and intense competition from mass retailers and online giants like Amazon. This led to the liquidation and closure of all its U.S. stores by June 2018, marking a nostalgic loss for many. The brand was later acquired by WHP Global in 2021, which began efforts to rebuild its physical presence through partnerships, including shop-in-shops within Macy's stores nationwide starting in 2022, and a few standalone flagship locations.

The Full Story

Toys R Us announced on September 17, 2026, its largest domestic expansion in years, with 120 new standalone stores opening across the U.S. for the upcoming holiday season. This initiative, in partnership with Go! Retail Group, will increase the brand's standalone store count to 160, building on its existing 40 locations and Macy's partnerships. The new stores are designed to offer a comprehensive and experiential toy shopping experience, featuring curated selections from popular brands like LEGO, Barbie, Hot Wheels, and Pokémon. Select locations will also introduce "Creator Studios," dedicated spaces for influencers and toy brands to host product reveals and create social media content, alongside candy shops and cafés, reflecting a focus on interactive retail and digital trends. This expansion coincides with a period of healthy growth in the U.S. toy industry, which saw sales up 17% in the first half of 2026.

Why It Matters

This comeback signifies a major resurgence for brick-and-mortar retail, particularly for a beloved brand that holds significant nostalgic value for consumers. The expansion provides more opportunities for an immersive toy shopping experience, differentiating Toys R Us from online competitors and appealing to both children and adults, who are increasingly driving toy sales. The introduction of "Creator Studios" indicates an innovative approach to retail, merging physical shopping with digital content creation and influencer marketing, potentially setting new trends for brand engagement and product promotion. The success of this large-scale reopening could influence future strategies for other legacy retailers looking to revive their physical footprints.

Geographic Location

• United States (nationwide expansion of 120 new standalone stores)
• San Marcos, Hays County, Texas, United States (grand opening of a Toys R Us store)
• American Dream, East Rutherford, Bergen County, New Jersey, United States (Creator Studio launch)
• Mall of America, Bloomington, Hennepin County, Minnesota, United States (Creator Studio launch)
• Camarillo Premium Outlets, Camarillo, Ventura County, California, United States (Creator Studio launch)
• Denver Premium Outlets, Thornton, Adams County, Colorado, United States (Creator Studio launch)
• Chicago Premium Outlets, Aurora, Kane County, Illinois, United States (Creator Studio launch)
• Orlando International Airport, Orlando, Orange County, Florida, United States (shop-in-shop opened in August, second scheduled for Summer 2027)
• Dallas Fort Worth International Airport, Euless, Tarrant County, Texas, United States (first airport store opened)