The iconic Toys”R”Us name is set to become a much more familiar sight across the U.S. this holiday season. The retailer is opening 120 new standalone stores, expanding its physical presence and bringing back the excitement of browsing aisles filled with toys, collectibles, and gifts. But the comeback is about more than simply adding stores, with new locations promising experiences designed to make toy shopping more interactive and memorable. Here’s what Toys”R”Us has planned and where its ambitious expansion could take the brand next.
A massive holiday expansion across America
In a major push to recapture the hearts of shoppers across the country, Toys”R”Us has announced a national expansion that will bring 120 new standalone stores to communities nationwide this holiday season. Partnering with Go! Retail Group, the retail giant is dramatically scaling up its brick-and-mortar footprint.
When combined with the brand’s existing locations, the surge will bring the total number of standalone storefronts to 160 by peak shopping season. These new storefronts join an already expansive ecosystem that includes 40 existing standalone locations and dedicated Toys”R”Us shops inside Macy’s department stores across the country.
“This is a major moment for Toys”R”Us as we significantly expand our presence across the United States,” said Jamie Uitdenhowen, Executive Vice President of Toys”R”Us at WHP Global. “Together with our incredible partners, we are growing Toys”R”Us in unique ways to meet customers wherever they are, whether that’s at a standalone store in their hometown, inside Macy’s, at the airport, or at a Navy Exchange. Toys”R”Us has always been a place for discovery, and we’re building on that legacy by bringing customers the hottest toys, biggest trends, and experiences that make the brand unlike any other.”
Beyond shopping: interactive play, creator hubs, and cafés
Rather than simply filling shelves with merchandise, the new wave of stores is designed around engagement and immersive experiences. Each location will carry a curated lineup of the season’s most sought-after products, ranging from timeless favorites like LEGO, Barbie, Hot Wheels, and Pokémon to viral phenomena such as KPop Demon Hunters.
However, select locations are taking the traditional toy store concept a step further by introducing interactive hubs aimed at modern consumers:
- Creator Studios: Dedicated spaces tailored for influencers, digital creators, and toy brands to host live unboxings, unveil new products, and stream special events directly from the store floor.
- Family Amenities: Integrated candy shops and cafés designed to turn a routine shopping trip into a full-family outing.
Gideon Schlessinger, CEO of Go! Retail Group, emphasized the emotional pull of the physical experience during the busiest shopping period of the year.
“This holiday season represents an extraordinary expansion for Toys”R”Us in the U.S., and we couldn’t be more excited to bring the magic of Toys”R”Us to so many communities across the country,” said Schlessinger. “There’s something special about walking into a Toys”R”Us store, especially during the holidays — the excitement of discovering the hottest toys, seeing favorite brands and characters come to life, and finding that perfect gift. With 160 stores open this season, we have an incredible opportunity to bring that experience to millions of customers and create destinations they’ll want to come back to throughout the year.”
Meeting shoppers on the go
The standalone stores are only one piece of a broader, multi-channel strategy meant to insert the brand into everyday travel and family routines.
Toys”R”Us is actively growing its travel retail sector through a partnership with WHSmith North America, opening shop-in-shops at major travel hubs. Following the August launch of its first venue at Orlando International Airport (MCO) — one of the busiest family travel destinations in the world — a second airport location is slated to open there in summer 2027.
Alongside dedicated airport spots, Macy’s shop-in-shops, and partnerships with the Navy Exchange Service Command (NEXCOM), the brand is building a flexible retail model engineered to meet families wherever they live, shop, and travel.
Shoppers looking to locate their nearest store can search the official store finder at toysrus.com/pages/store-locator or follow updates via @ToysRUs on social media platforms.