Toys “R” Us to open 120 New U.S. stores for holiday season
Toys “R” Us is expanding its U.S. retail presence with 120 new standalone stores opening in time for the holiday season. The expansion, carried out in partnership with Go! Retail Group, will bring the number of standalone Toys “R” Us stores in the United States to 160.
Strong sales growth
The expansion comes as the U.S. toy market records strong sales growth. According to research firm Circana, toy sales in the first half of 2026 were the strongest in six years, with total dollar sales up 17%, and average selling prices increasing by 4%.
The new stores are part of the continued revival of Toys “R” Us under WHP Global, which acquired the brand in 2021 after the retailer filed for bankruptcy in 2017 and liquidated its U.S. stores in 2018. WHP Global partnered with Go! Retail Group in 2023 to support the expansion of the brand’s physical retail presence.
While many of the new locations are opening for the holiday season, Toys “R” Us expects a number of them to remain open year-round. According to Jamie Uitdenhowen, Executive Vice President of Toys “R” Us at WHP Global, previous stores that were initially planned as seasonal locations performed strongly enough for their leases to be extended.
New in-store concept
The company is also introducing a new in-store concept called Creator Studios at five existing locations. These dedicated spaces will allow influencers, content creators and toy brands to host product reveals, unveil new products and produce social media content. The first five studios are scheduled to launch later this month at locations in New Jersey, Minnesota, California, Colorado, and Illinois.
In addition to its standalone stores, Toys “R” Us continues to operate branded shops in approximately 400 Macy’s stores through its partnership with Macy’s, as well as locations in U.S. airports through airport retailer WHSmith North America.