After filing for bankruptcy and falling off the retail radar, most companies don’t get a second chance. However, Toys “R” Us, the beloved toy retailer that once dominated childhood wish lists, is defying the odds with a strategic comeback — and it's happening faster than you might think.
The toy giant is teaming up with Go! Retail Group to open 10 new flagship stores and 20 seasonal locations in the U.S. by the end of 2025. This expansion is part of a broader effort to bring joy back to shopping experiences for families, just in time for the holidays.
“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, Global Chief Marketing Officer at Toys ‘R’ Us in a statement. “From new store openings with our global partners to the launch of our second Global Holiday Play Day serving as the runway to the season, to Geoffrey’s Birthday celebrated worldwide on Oct. 17 — and of course the main event in December — Toys ‘R’ Us is creating joy and excitement for kids of all ages everywhere.”
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Where Are the New Toys “R” Us Stores Opening?
Looking to shop in person? Here’s where you can expect to find new Toys “R” Us flagship stores:
Confirmed Locations:
Aurora, IL – Chicago Premium Outlets (Opening September 20)Camarillo, CA – Camarillo Premium Outlets (October)Hanover, MD – Arundel Mills (October)Coming Soon:
Emeryville, CA – Bay StreetLong Beach, CAWest Des Moines, IA – Jordan CreekOmaha, NE – Westroads MallThornton, CO – Denver Premium OutletsToys “R” Us will also open seasonal pop-up locations across the country — perfect for holiday toy shopping.
In July 2024, Toys “R” Us expanded to serve military families through a partnership with the Navy Exchange Service Command (NEXCOM). Two NEXCOM shop-in-shops opened earlier this year, and six more are in the works.
ARLINGTON HEIGHTS, IL - JANUARY 10: Shoppers push their carts toward a Toys R Us store entrance January 10, 2006 in Arlington Heights, Illinois. Vornado Realty Trust, which bought the company last year, announced on Monday, January 9, 2006 that Toys R Us is closing 87 stores including this location, twelve of them will reopen as Babies R Us locations.Tim Boyle/Getty Images
The brand’s rebound isn't limited to the U.S. In fact, Toys “R” Us is planning an international expansion into new markets, including Chile, Peru, Venezuela, Ecuador, Morocco and Lebanon. In addition, the company is returning to Turkey, where it previously closed its only store in 2008.
Meanwhile, in existing markets like the U.K., South Korea, Mexico and South Africa, Toys “R” Us is introducing new concept stores and immersive retail experiences through its global partner, LOTTE.
"The Toys"R"Us brand is growing fast and our expansion into air, land and sea is a testament to the brand’s strength," said Yehuda Shmidman, CEO of WHP Global, which owns Toys “R” Us.
The Rise, Fall, and Rebirth of Toys “R” Us
Toys “R” Us was founded in 1948 and quickly became a retail icon, known for its sprawling warehouse-style stores and vibrant aisles stacked floor to ceiling with toys.
At its high, the brand operated over 1,500 stores worldwide and served as a cornerstone of American childhood.
However, by 2017, mounting debt, over $5 billion, forced the company to file for Chapter 11 bankruptcy. It operated under ownership of Bain Capital Partners, Kohlberg Kravis Roberts & Co., and Vornado Realty Trust at the time. Despite efforts to restructure, Toys “R” Us was forced to liquidate its U.S. stores in 2018.
Shortly after, Tru Kids Inc. acquired the company’s brand and intellectual property, before it was sold again to WHP Global, which is now spearheading its transformation.
Today, the brand generates over $2 billion in global annual retail sales, proving it still holds a special place in shoppers’ hearts.
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