Full Breakdown
Toys "R" Us Expands with New Stores for Holiday Season
10/23/2025, 10:17:31 PM
Overview of the Expansion
Toys "R" Us is making a significant comeback this holiday season by opening over 30 new locations across the United States. This expansion includes eight permanent flagship stores and more than 20 temporary seasonal shops, aimed at revitalizing the brand after its bankruptcy and closure of over 700 stores in 2018. The announcement was made on October 16, 2023, as part of the retailer's strategy to enhance sales during the festive period.
New Store Locations
The flagship stores will be located in:
- Chicago Premium Outlets, Aurora, Illinois
- Camarillo Premium Outlets, Camarillo, California
- Arundel Mills, Hanover, Maryland
- Jordan Creek Town Center, West Des Moines, Iowa
- Westroads Mall, Omaha, Nebraska
- Denver Premium Outlets, Thornton, Colorado
- Tanger Outlets Deer Park, Deer Park, New York
- Towne East Square, Wichita, Kansas
The seasonal holiday shops will be situated in various malls, including:
- Great Lakes Crossing, Auburn Hills, Michigan
- Grapevine Mills, Grapevine, Texas
- Lakeside Shopping Center, Metairie, Louisiana
- Tanger Outlets, Nashville, Tennessee
- Crabtree Valley Mall, Raleigh, North Carolina
- The Mall in Columbia, Columbia, Maryland
- South Plains Mall, Lubbock, Texas
- Westfield Southcenter, Tukwila, Washington
- Deptford Mall, Deptford, New Jersey
- Eastland Mall, Evansville, Indiana
- Mall of New Hampshire, Manchester, New Hampshire
- Bay Street, Emeryville, California
- Twelve Oaks Mall, Novi, Michigan
- Park Meadows, Lone Tree, Colorado
- North Star Mall, San Antonio, Texas
- Tanger Outlets, Sevierville, Tennessee
- King of Prussia Mall, King of Prussia, Pennsylvania
- Crocker Park, Westlake, Ohio
- Walden Galleria, Buffalo, New York
Official Statements & Responses
Jamie Uitdenhowen, Executive Vice President of Toys "R" Us at WHP Global, stated, “This next phase of growth brings the magic of Toys "R" Us to even more communities across the country — just in time for the holidays — and delivers the joyful shopping experience that has made us a trusted destination for generations.” This sentiment reflects the company's aim to reconnect with consumers and enhance the shopping experience during the crucial holiday season.
Criticism & Opposition
Despite the excitement surrounding the expansion, some analysts remain skeptical about the long-term viability of Toys "R" Us. The brand has faced significant challenges in the past, including fierce competition from big-box retailers and the rise of e-commerce. Critics argue that while the nostalgia factor may attract customers initially, sustaining interest in the brand could prove difficult without a unique value proposition.
What's Next
Toys "R" Us plans to continue its expansion efforts with additional store openings throughout the holiday season. The company encourages customers to stay updated via its social media channels and store locator on its website.
This expansion marks a pivotal moment for Toys "R" Us as it seeks to reclaim its place in the competitive toy retail market during one of the busiest shopping periods of the year.
