Toys R Us Expansion
Toys “R” Us Plans 120 New U.S. Stores With Experiential Retail Concept
Anonymous
Key Points
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WHP Global acquired a controlling stake in Toys “R” Us in 2021, after the retailer’s brief 2019 return with two U.S. brick-and-mortar stores ended when those locations closed soon afterward.
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The company has not disclosed where all 120 new standalone stores will be located. The rollout is separate from plans to open 40 additional Toys “R” Us shops inside Macy’s stores.
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Toy sales rose 17% in the first half of 2026, with trading cards and collectibles identified as major drivers of the growth.
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The retailer’s comeback also includes a 20,000-square-foot flagship at the American Dream mall in East Rutherford, New Jersey, opened after investors restarted the brand’s U.S. expansion in 2021.
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Before its bankruptcy, Toys “R” Us had been acquired by private-equity firms in 2005 for $6.6 billion, according to Securities and Exchange Commission filings.
Toys 'R' Us is mounting its biggest comeback yet, planning to open 120 new standalone stores across the United States before the 2026 holiday season ClarksvileNow. The expansion will grow the toy retailer's independent-store footprint from 40 to 160 locations, marking a dramatic reversal after the company's 2017 bankruptcy and failed 2019 return attempt ClarksvileNow. The push combines nostalgia with new experiences — select locations will feature cafés, candy shops, and Creator Studios for influencers and product launches.
WHP Global, which acquired the brand in 2021, is partnering with Go! Retail Group to execute the rollout ClarksvileNow. The retailer will stock established brands like LEGO, Barbie, Hot Wheels, and Pokémon alongside newer franchises such as KPop Demon Hunters ClarksvileNow. This expansion adds to existing Toys 'R' Us locations inside Macy's stores and at airports and military exchanges.
From Bankruptcy to Retail Comeback
Toys 'R' Us filed for bankruptcy in 2017 after a private-equity takeover in 2005 saddled the company with debt. The retailer attempted a return in 2019 with two U.S. brick-and-mortar stores, but both closed quickly Hot969Boston. WHP Global took control in 2021, reopening the brand with a flagship store at American Dream mall in East Rutherford, New Jersey.
Expansion Hits Multiple States This Year
New Toys 'R' Us stores are opening across the country as part of the 120-store rollout. Tennessee is getting a location inside Governor's Square Mall in Clarksville, opening by Christmas 2026 ClarksvileNow. Massachusetts welcomed a new store at South Shore Plaza in Braintree Hot969Boston. Virginia will see a location at Grand Central Mall, positioned near Dunham's and Boot Barn WTAP.
Why Toys 'R' Us Thinks It Can Succeed Now
Toy sales jumped 17% in the first half of 2026, with trading cards and collectibles driving much of the growth. This surge gives the retailer confidence that demand exists for physical toy stores again. The company is betting that experiential shopping — cafés, events, and creator spaces — will pull customers away from online retailers and create destinations, not just storefronts.
Separate Plans for Macy's and Military Locations
The 120-store expansion is distinct from other Toys 'R' Us growth efforts. The company plans to open 40 additional shops inside Macy's department stores, capitalizing on that retailer's foot traffic. Toys 'R' Us also operates locations at airports and Navy Exchange facilities, giving it multiple channels to reach shoppers without betting everything on standalone stores.
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