Marketing

Toys R Us opening 120 stores this holiday season

Photo: Toys R Us

September 22, 2026

Summarize with

Toys R Us is gearing up for a big U.S. retail expansion with plans to launch 120 standalone stores this holiday season.

The expansion strategy is a partnership with the Go! Retail Group, according to a press release.

The brand's existing U.S. retail footprint 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," Jamie Uitdenhowen, executive vice president of Toys R Us, WHP Global, said in the release. "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."

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 also will feature candy shops and cafés, giving customers even more reasons to explore, discover and spend time at Toys"R"Us.