Toys R Us is preparing for a massive resurgence just in time for the holiday rush, announcing an ambitious plan to open 120 new standalone stores across the United States by the end of 2026. The retailer, which is currently operating through a handful of independent locations and shop-in-shops within Macy’s department stores, is partnering with Go! Retail Group to execute this aggressive growth strategy. According to Jamie Uitdenhowen, executive vice president of Toys R Us at WHP Global, the goal is to meet customers wherever they happen to be, extending the brand’s reach beyond traditional malls into airports and Navy Exchanges.
This expansion represents a dramatic turnaround for a company that became a symbol of retail decline after filing for bankruptcy in 2017 and closing the vast majority of its domestic stores. After years of instability following a multi-billion dollar private equity buyout in 2005, the brand found new footing when WHP Global took a controlling stake in 2021. Since then, the company has slowly tested the waters with high-profile flagship openings at venues like the American Dream mall in New Jersey and the Mall of America in Minnesota.
To stay relevant in a digital age, these new stores will offer far more than just aisles of shelving. While staples like Lego and Barbie will remain center stage alongside newer hits from Pokemon and KPop Demon Hunters, some locations will introduce Creator Studios. These dedicated areas are designed specifically for social media influencers and toy brands to film content and host live product reveals. To further enhance the experience, select stores will also integrate themed cafes and candy shops, turning a simple shopping trip into a full day of entertainment for families.
