In 2018, Toys “R” Us closed its remaining U.S. stores after the iconic retailer filed for bankruptcy, seemingly bringing an end to an era for generations of shoppers.
Eight years later, Geoffrey the Giraffe is making quite the comeback.
Toys “R” Us announced on Thursday, Sept. 17, that it will open 120 new standalone stores across the United States during the 2026 holiday season through a partnership with Go! Retail Group.
The massive expansion will bring Toys “R” Us to 160 standalone stores nationwide by the holidays, up from 40 currently operating locations.
And these aren’t the Toys “R” Us sections that shoppers may have encountered inside Macy’s stores in recent years. The 120 additions are standalone Toys “R” Us locations, while the brand will continue operating its shops inside Macy’s stores nationwide.
“This is a major moment for Toys ‘R’ Us as we significantly expand our presence across the United States,” Jamie Uitdenhowen, executive vice president of Toys “R” Us at WHP Global, said in a press release.
“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,” Uitdenhowen continued.
Toys ‘R’ Us will have 160 standalone stores by the holidays
The new stores are scheduled to arrive in time for one of the biggest toy-buying periods of the year.
According to Toys “R” Us, they’ll carry a curated selection of toys, collectibles and gifts from brands and franchises including LEGO, Barbie, Hot Wheels, Pokémon and KPop Demon Hunters.
Some locations will go beyond shelves of toys.
Select stores will include new Creator Studios, spaces designed for influencers, toy companies and other creators to make content, introduce products and hold launches and special events. Some stores will also have candy shops and cafés.
The company is expanding in some less conventional places, too. Toys “R” Us opened a shop-in-shop at Orlando International Airport in August, with a second Orlando airport location planned for summer 2027. The retailer also has locations through the Navy Exchange Service Command.
It’s another dramatic chapter for a brand that once appeared to be disappearing from the American retail landscape.
Toys “R” Us filed for bankruptcy in 2017 and closed its remaining U.S. stores the following year. The familiar brand subsequently began a gradual return to brick-and-mortar retail, including its partnership with Macy’s.
Now the comeback is getting considerably bigger.
“There’s something special about walking into a Toys ‘R’ Us store, especially during the holidays,” Go! Retail Group CEO Gideon Schlessinger said. “The excitement of discovering the hottest toys, seeing favorite brands and characters come to life, and finding that perfect gift.”
With 120 additional standalone locations on the way, millions more shoppers may soon have the chance to walk into a Toys “R” Us again.
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