Toys R Us is making a significant return to the U.S. retail landscape, announcing the opening of 120 new standalone stores across the country in time for the holiday shopping season [1]. This expansion, executed through a partnership with Go! Retail Group, will bring the total number of standalone Toys R Us stores in the U.S. to 160 [1]. The company did not disclose the full list of new locations, their opening dates, or store sizes, nor did it specify whether all 120 stores will remain open after the holiday season [1].
The new stores will feature a wide range of toys, collectibles, and gifts tied to major brands and entertainment properties such as LEGO, Barbie, Hot Wheels, Pokémon, and "KPop Demon Hunters" [1]. Select locations will also include candy shops, cafés, and Creator Studios designed for influencers and toy companies to create content and host product launches [1]. Jamie Uitdenhowen, executive vice president of Toys R Us at parent company WHP Global, described the expansion as a "major moment" for the brand, highlighting efforts to reach shoppers through various formats including standalone stores, Macy’s shop-in-shops, airport locations, and Navy Exchanges [1].
Go! Retail Group CEO Gideon Schlessinger stated that the 160 standalone stores are expected to bring the Toys R Us shopping experience to millions of customers during the holidays [1]. This announcement marks an acceleration in the brand’s yearslong effort to revive its brick-and-mortar presence following its 2017 bankruptcy and subsequent closure of U.S. stores [1]. WHP Global acquired a controlling stake in Toys R Us in March 2021 and has since opened a flagship store at the American Dream complex in New Jersey and launched hundreds of Toys R Us shops inside Macy’s stores nationwide [1]. Macy’s reported that its first-quarter toy sales were 15 times higher than the comparable period before the partnership with Toys R Us [1].
The partnership with Go! Retail Group in 2023 is part of an expansion strategy dubbed "air, land and sea," aiming to push the brand beyond traditional mall locations [1].
CONCLUSION
Toys R Us is staging a major comeback with 120 new stores opening across the U.S. for the holiday season, signaling a strong push to reclaim its position in the toy retail market. The expansion is expected to reach millions of customers and builds on successful partnerships and previous store openings. Market sentiment is positive, with high impact anticipated for both the brand and the broader toy retail sector.