With the busy holiday shopping season on the horizon, Toys R Us has announced a major push into brick-and-mortar retail, revealing its intention to launch 120 new stand-alone retail outlets throughout the United States in partnership with Go Retail Group.
Return to Physical Retail on a Grand Scale
This large-scale opening will bring the retailer’s total number of stand-alone U.S. stores to 160 by the end of the year, marking its most ambitious physical expansion in years. Announced via an official press release, this plan reflects a shift in focus toward expanding beyond the brand’s shop-in-shop format and capturing increased holiday traffic.
According to Jamie Uitdenhowen, executive vice president of Toys R Us at WHP Global, this initiative is a major milestone: “This is a major moment for Toys R Us as we significantly expand our presence across the United States.”
Go Retail Group will serve as the operating partner for these new stores, which are set to blend classic toy retail with interactive experiences. Some locations will feature Creator Studios, dedicated spaces intended for influencers and toy brands to make content. Other outlets will include offerings such as in-store candy shops and cafes, creating a more engaging environment for families and gift buyers.
Variety of Store Formats and Offerings
Shoppers visiting these new stores can expect a selection of carefully chosen toys, collectibles, and gifts from top names such as Lego, Barbie, Pokémon, and KPop Demon Hunters. Within select shops, the Creator Studios will provide a hub for digital content and interaction. Enhanced with sweet shops and in-store cafes, the expanded locations are designed to offer customers a truly immersive shopping experience, merging retail with entertainment.
Last year’s winter holiday season saw a smaller foray into growth, with Toys R Us opening just over 30 new flagship and seasonal pop-up locations.
In addition to these fresh stand-alone retail sites, Toys R Us maintains a presence through in-store shops at Macy’s across the country. The retailer also has shop-in-shop setups in select airports and with the Navy Exchange Service Command. Notably, August saw the debut of a Toys R Us shop-in-shop at Orlando International Airport, with another scheduled for opening next summer.
Revival Following Bankruptcy and Ownership Changes
Toys R Us’s resurgence is especially notable following its Chapter 11 bankruptcy in 2017, which came after two decades of challenges. The company ultimately liquidated its U.S. stores in 2018, resurfacing under the name Tru Kids. In 2021, brand management firm WHP Global—which also manages labels such as Express, Marc Jacobs, Bonobos, and Anne Klein—acquired Tru Kids and, with it, Toys R Us.
This holiday season, other established toy retailers are executing their own expansion strategies; for instance, this week, FAO Schwarz revealed a partnership with Amazon to open a new digital storefront.
The rollout of these 120 additional locations aims to reconnect Toys R Us with consumers in person, reinforcing its position as a major player in the U.S. toy industry during one of the most critical retail periods of the year.