Back to today’s briefing

Story perspectives

Toys "R" Us Reopens 30+ Stores for 2025 Holidays

10/23/2025

34 4 Full Breakdown

Summary

Story summary

Toys "R" Us, the toy retailer, will reopen more than 30 U.S. stores for the 2025 holiday season, including eight flagship locations.
The expansion follows the 2017 bankruptcy and the closure of over 700 stores by 2018.
New stores will feature LEGO, Barbie, and NERF.
Flagship sites include Aurora, Illinois, and Deer Park, New York, as the retailer aims to reconnect with shoppers.

History

Historical Context

Toys "R" Us, originally founded as Children's Supermart in 1957, became a leading toy retailer by the 1980s. However, it filed for bankruptcy in September 2017 due to $5 billion in debt and competition from Amazon, which held 49% of the U.S. toy market by 2020. The brand plans to reopen over 30 stores in 2025, reflecting evolving retail strategies.

1 of 2

Story summary

Toys "R" Us, the toy retailer, will reopen more than 30 U.S. stores for the 2025 holiday season, including eight flagship locations.
The expansion follows the 2017 bankruptcy and the closure of over 700 stores by 2018.
New stores will feature LEGO, Barbie, and NERF.
Flagship sites include Aurora, Illinois, and Deer Park, New York, as the retailer aims to reconnect with shoppers.

1 / 2