Toys R Us will swing open 120 new U.S. stores for the holidays, pushing its standalone footprint to 160 and putting toy aisles back on the American map.
Story Snapshot
- 120 new standalone U.S. stores will open for the holiday season.
- Total standalone store count will reach 160 nationwide this year.
- Go! Retail Group will operate the new stores under a partnership.
- The comeback follows the chain’s 2017 bankruptcy and U.S. closures.
A fast, focused relaunch timed for peak toy demand
Toys R Us announced a surge of store openings, with 120 standalone locations slated to open across the United States in time for holiday shopping.
The rollout lifts the chain to 160 standalone stores by season’s end, a scale not seen since its shutdown years ago. The company timed the push for the heaviest toy-buying weeks. That is when families seek hot brands on real shelves and want to compare, test, and take home gifts the same day.
Toys ‘R’ Us Is Opening 120 New Stores Across the U.S. in Major Comeback https://t.co/AFIqZQGQLM
— People (@people) September 18, 2026
Go! Retail Group, a national operator known for seasonal and specialty formats, will run the new stores under a licensing partnership. That structure lowers upfront costs and speeds the buildout.
It also matches how many legacy brands reenter brick-and-mortar today: fewer mega-boxes, more nimble sites placed where foot traffic and seasonal urgency are strongest. This shift lets the brand meet shoppers where they already are, rather than forcing long drives to distant big-box centers.
What the 160-store footprint means for shoppers and towns
Shoppers get a clear win: wider toy choice, more demos, and staff who know the category. Parents can compare prices in person and avoid shipping delays.
Grandparents get a simple plan B when the “must-have” toy is out online. Local malls and main streets gain an anchor that draws families and boosts food courts and nearby shops.
Communities that lost specialty retail after 2018 now see a family-friendly traffic engine return right before the biggest spending quarter.
Manufacturers also benefit. A larger shelf network gives mid-size toymakers more exposure than crowded online pages. Demonstrations and endcaps can lift discovery for new lines that struggle to stand out on screens.
The comeback creates a counterweight to online marketplaces that often reduce products to thumbnail images and price filters. A strong specialty chain can restore the joy part of toy shopping, which helps brands and consumers alike.
How this comeback differs from the old big-box era
The new plan does not copy the past. The pre-bankruptcy model relied on sprawling leases and heavy inventory. The 2026 version uses flexible storefronts, a curated assortment, and a partner built for speed.
Industry coverage shows many retail revivals now mix flagships, pop-ups, and licensing rather than a coast-to-coast clone of the old format. That approach favors cash discipline, quicker resets, and faster exit if a site underperforms. It is retail as a living system, not a fixed monument.
Execution still decides how bold plans land. The company aims to have all 160 standalone stores open by the holidays, with 120 new sites added to the 40 already operating.
Reuters noted the brand did not list every address or opening date at the announcement, a normal gap at this stage that will close as leases finish and doors unlock. For shoppers, the signal is simple: more doors, more choice, and a brand they know back in the game when it matters most.
Sources:
foxbusiness.com, prnewswire.com, rmb.reuters.com, nbcnews.com, businessinsider.com
