Toys “R” Us is making a major return to brick-and-mortar retail, announcing plans to open 120 new standalone stores across the United States ahead of the 2026 holiday shopping season.
The expansion, announced September 17, will bring the retailer’s number of standalone U.S. locations from approximately 40 to 160 stores. The new locations are being opened in partnership with Go! Retail Group.
The comeback marks a significant new chapter for the beloved toy retailer, which filed for bankruptcy protection in 2017 and ultimately closed its remaining U.S. stores in 2018. Since then, the brand has gradually rebuilt its presence through partnerships, including Toys “R” Us shops inside Macy’s stores.
The new stores will feature toys, collectibles and gifts from popular brands and entertainment franchises, including LEGO, Barbie, Hot Wheels, Pokémon and KPop Demon Hunters.
But Toys “R” Us is also looking to make its stores more than traditional places to shop. Select locations will feature candy shops, cafés and Creator Studios, where influencers, content creators and toy brands can film content, unveil products and host special events.
Creator Studios are initially being introduced at five existing locations: 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.
The company has not yet released a complete list of all 120 new store locations or individual opening dates.
The expansion comes as the U.S. toy market experiences renewed growth. Forbes reported that toy sales during the first half of 2026 were up 17% compared with the same period a year earlier, according to Circana.
Toys “R” Us has been rebuilding its U.S. presence since WHP Global acquired a controlling interest in the brand and continued efforts to bring the retailer back to American shoppers. The company currently has standalone stores as well as hundreds of Toys “R” Us shops operating inside Macy’s locations.
For many longtime customers who grew up visiting Geoffrey the Giraffe and the iconic toy aisles, the announcement represents another step in the retailer’s return to American communities.
Toys “R” Us is back—and this holiday season, there will be many more places to shop for toys, collectibles and childhood memories.
