Toys “R” Us, once the king of toy aisles in American malls, is trying to make its biggest comeback yet. The retailer announced plans to open 10 new flagship stores and 20 seasonal holiday pop-ups across the U.S. by the end of 2025.
The move comes nearly a decade after the brand filed for bankruptcy in 2017, a collapse that shut down hundreds of stores and ended an era for many shoppers who grew up with Geoffrey the Giraffe. Since then, the company has been sold, relaunched, and slowly tested the waters with smaller formats.
Today, Toys “R” Us operates only a handful of standalone locations, including its flashy spots inside New Jersey’s American Dream Mall and the Mall of America in Minnesota. For most U.S. customers, the brand’s presence has lived on through its website and in-store sections at Macy’s locations.
Now, backed by its owner WHP Global and partner Go! Retail Group, Toys “R” Us is betting that bigger brick-and-mortar stores and holiday pop-ups can reconnect the brand with families during peak shopping season. Go! Retail has already listed several “coming soon” locations, including Emeryville, Long Beach, and Camarillo in California; Thornton, Colorado; Omaha, Nebraska; Hanover, Maryland; and West Des Moines, Iowa.
“As we head into the most magical time of the year, Toys “R” Us is reaching more kids and families than ever before,” said Kimberly Miller, the company’s global chief marketing officer. She added that the new store push will be paired with global events like Geoffrey’s Birthday in October and the chain’s second Global Holiday Play Day.
While rebuilding in the U.S., the brand has been thriving overseas. Stores in markets like Chile, Peru, Turkey, Morocco, and Lebanon have helped keep the name alive, and expansions continue in the UK, Mexico, South Africa, and South Korea.
The company hasn’t shared opening dates for the new U.S. locations, but with holiday shopping season already on the horizon, it’s clear the goal is to get Geoffrey back on as many wish lists as possible.
Source: independent.co.uk