Toys ‘R’ Us Is Coming Back, but the Stores Won’t Look Quite Like You Remember
Toys “R” Us is making its biggest U.S. store expansion since the retailer went bankrupt, announcing plans to open 120 new standalone stores across the country in time for the 2026 holiday season. The expansion will increase the chain’s standalone U.S. footprint from about 40 stores to 160, giving the longtime toy retailer a much larger physical presence just as holiday shopping gets underway.
The comeback comes nearly a decade after Toys “R” Us filed for Chapter 11 bankruptcy protection in September 2017 with roughly $5 billion in debt. The company eventually liquidated its remaining U.S. stores in 2018, ending the era of the giant toy stores that had been a familiar part of American retail. WHP Global acquired the Toys “R” Us brand in 2021 and has since been rebuilding the business through standalone locations, Macy’s shops, and other retail partnerships.
The new stores are being opened in partnership with Go! Retail Group, and they are designed to offer more than a traditional toy-shopping trip. Along with toys and collectibles, select locations will include new experiences such as Creator Studios, candy shops and cafés, signaling that the revived retailer is trying to combine physical shopping with entertainment, social media and hands-on experiences.
What Shoppers Will Find in the New Stores
The new standalone locations will carry a curated selection of popular toys, collectibles and gifts tied to major brands and entertainment properties. The company says shoppers can expect products from names including LEGO, Barbie, Hot Wheels and Pokémon, along with newer trends such as KPop Demon Hunters merchandise. The assortment is intended to appeal not only to children but also to gift-givers, collectors and fans of different ages.
Some stores will also introduce features that were not part of the classic Toys “R” Us experience. Creator Studios are being tested as dedicated spaces where influencers, toy companies and creators can produce content, reveal products and hold launches or special events. The concept is initially rolling out at five existing stores, including locations at American Dream in New Jersey, Mall of America in Minnesota, Camarillo Premium Outlets in California, Denver Premium Outlets in Colorado and Chicago Premium Outlets in Illinois.
Other locations will have candy shops and cafés, turning some stores into destinations where families can spend more time rather than simply pick up a toy and leave. The company also expects many of the new locations to remain open beyond the holiday season, based on earlier stores that performed strongly enough for operators to extend leases rather than close them after the holidays.
Toys ‘R’ Us Is Expanding Beyond Traditional Stores
The 120 new stores are only one part of the company’s broader U.S. strategy. Toys “R” Us already operates shops inside Macy’s stores, and the brand has been expanding into travel retail and military shopping locations through partnerships. The company says its U.S. presence now includes standalone stores, Macy’s shop-in-shops, airport locations and Toys “R” Us shops connected with the Navy Exchange system.
The retailer is also expanding at airports, with a Toys “R” Us shop-in-shop opening at Orlando International Airport in August 2026 through a partnership with WHSmith North America. A second Orlando airport location is scheduled for summer 2027, giving travelers another way to encounter the brand outside of a conventional shopping center.
The expansion also comes as the U.S. toy market has shown stronger sales momentum. Forbes reported that toy sales in the first half of 2026 were up 17% in dollar terms compared with the same period a year earlier, according to Circana, while average selling prices rose 4%. That retail environment, combined with demand for more standalone Toys “R” Us locations, is helping shape the company’s strategy as it rebuilds its presence in American communities.
A New Toys ‘R’ Us for a New Generation
The return of Toys “R” Us is bringing back a familiar name, but the new stores are not simply recreating the chain that disappeared from U.S. shopping centers in 2018. The 2026 expansion combines traditional toy shopping with collectibles, entertainment-driven merchandise, creator spaces, cafés and other experiences intended to give shoppers reasons to visit in person.
For longtime customers, the expansion offers another chance to walk into a standalone Toys “R” Us, while younger shoppers will encounter a version of the brand built around current toys, franchises and digital culture. With 120 new stores planned for the holiday season, the retailer will have 160 standalone U.S. locations, in addition to its Macy’s, airport and other partnerships.
The company has not yet released a complete public list of all 120 new store locations or opening dates, so shoppers will need to watch for individual announcements as the holiday rollout progresses. What is clear is that Toys “R” Us is returning to American retail on a much larger scale, but this time the shopping experience is being designed to look considerably different from the giant toy stores many adults remember from childhood.