Toys R Us Plans 120 New U.S. Stores for Holiday Season

Toys R Us is set to open 120 new standalone stores across the United States for the 2026 holiday season, marking its largest domestic expansion in nearly a decade. The move, announced on September 17, is part of a partnership with Go! Retail Group and will bring the chain's total U.S. standalone store count to approximately 160. The expansion represents a major escalation of the brand's comeback following its 2017 bankruptcy and 2018 liquidation of U.S. operations. WHP Global, the brand management company that acquired a controlling interest in Toys R Us in 2021, is overseeing the revival. "This is a major moment for Toys R Us as we significantly expand our presence across the United States," said Jamie Uitdenhowen, executive vice president of Toys R Us at WHP Global. "Together with our incredible partners, we are growing Toys R Us in unique ways to meet customers wherever they are." The new stores will carry major toy brands including LEGO, Barbie, Hot Wheels, and Pokémon. Select locations will feature Creator Studios, dedicated spaces for influencers and toy brands to create content and host events, as well as candy shops and cafés.