It’s a happy holiday for kids and their Geoffrey the Giraffe-loving parents as Toys“R”Us announced a major U.S. retail expansion, with 120 standalone Toys“R”Us stores opening across the country this holiday season in partnership with Go! Retail Group.
The nationwide rollout marks a major milestone in the continued rebirth of Toys“R”Us in the United States, with 160 standalone stores set to be open across the country by the holiday season. The brand currently includes 40 standalone stores and Toys“R”Us 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,” said Jamie Uitdenhowen, executive vice president of Toys“R”Us at parent company 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.”
The new standalone Toys“R”Us stores will feature a curated assortment of the season’s hottest toys, collectibles and must-have gifts from the world’s most popular toy brands and latest movies, including LEGO, Barbie, Hot Wheels, Pokémon, KPop Demon Hunters and more. As a trusted authority in toys and play, Toys“R”Us brings together the biggest brands, emerging trends and sought-after products all in one place, creating a destination for kids, gift-givers, collectors and fans of all ages to discover what’s new and what’s next.
Select locations will introduce new experiences at the intersection of play, entertainment and content creation, including Creator Studios, dedicated spaces where influencers, creators and toy brands can create content, unveil new products and host toy reveals, launches and special events. Select stores will also feature candy shops and cafés, giving customers even more reasons to explore, discover and spend time at Toys“R”Us.
“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 Gideon Schlessinger, CEO of Go! Retail Group. “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.”
Building on its expansion into travel retail, Toys“R”Us will open new airport shop-in-shops at Orlando International Airport (MCO) in partnership with WHSmith North America, with the first location having opened in August and the second scheduled to open in summer 2027. The new locations bring Toys“R”Us to one of the country’s largest family travel markets, giving travelers to and from Orlando and the greater Central Florida region another way to experience the brand along their journey.
Toys”R”Us San Marcos, Texas (Photo via PRNewswire)
