Toys"R"Us to Open 120 New US Standalone Stores

Toys"R"Us announced on September 17, 2026, that it will open 120 new standalone stores across the United States in time for the holiday season. In partnership with Go! Retail Group, the retailer aims to increase its total standalone U.S. presence from 40 to 160 locations. This represents the company's largest brick-and-mortar push since its 2017 bankruptcy and 2018 closure of all U.S. stores.

WHP Global, the brand management firm that acquired a controlling stake in the company in 2021, is driving a multi-format strategy. Beyond standalone stores, the brand operates within Macy's, Navy Exchanges, and airports. New locations will range from 3,500 to 7,500 square feet and feature brands such as LEGO, Barbie, Hot Wheels, and Pokémon. Select stores will include cafés, candy shops, and Creator Studios for influencers to produce content and host product reveals. These studios are already being introduced at five existing locations in New Jersey, Minnesota, California, Colorado, and Illinois.

The expansion is fueled by a surge in demand from adult collectors, known as kidults, who account for 55% of all toy sales. One of the first new seasonal locations is scheduled to open September 24 at the Lehigh Valley Mall in Whitehall Township, Pennsylvania, and is expected to operate through early 2027. Jamie Uitdenhowen, Executive Vice President of Toys"R"Us at WHP Global, stated that the company is growing in unique ways to meet customers wherever they are.