Full Breakdown
Toys “R” Us Rolls Out 120 New Stand-Alone Stores Ahead of the Holiday Season
By Drooid · · How we work
Core Expansion Announcement
Toys “R” Us will open 120 new stand-alone stores across the United States before the holiday shopping period, raising its stand-alone footprint to 160 locations. The rollout is being executed with partner Go! Retail Group. The company has not released a list of sites, opening dates, or store sizes, nor confirmed whether the new stores will remain open after the holidays.
Background & Context
The retailer filed for Chapter 11 bankruptcy in 2017 after a two-decade sales decline and a $5 billion debt load. All U.S. stores closed by 2018. WHP Global acquired a controlling stake in March 2021 and relaunched the brand under Tru Kids Brands. A 20,000-sq-ft flagship opened at the American Dream mall in New Jersey later that year, and a partnership with Macy’s added hundreds of shop-in-shop locations in 2022. The current expansion follows a 2023 “air, land and sea” strategy that introduced an airport store at Dallas Fort Worth International Airport and Navy Exchange sites.
Data & Statistics
- New stand-alone stores: 120 (total 160)
- Existing stand-alone stores before expansion: about 40
- Shop-in-shop presence: roughly 400 Macy’s locations
- Global footprint: 1,680 stores in 37 countries, > $2 billion in annual sales
- U.S. toy market (first half): sales rose 17 %, the strongest six-year growth; adult consumers account for 55 % of purchases (Circana)
Official Statements & Responses
Jamie Uitdenhowen, executive vice president of Toys “R” Us at WHP Global, called the rollout a pivotal moment for the brand’s U.S. resurgence. Go! Retail Group chief executive Gideon Schlessinger said the expanded network of 160 stand-alone stores is intended to bring the Toys “R” Us experience to millions of customers during the holiday period. A company spokesperson noted the new stores will feature curated selections from major toy brands and amenities such as candy shops, cafés and Creator Studios.
Conflicting Reports & Gaps
The announcement does not include a comprehensive inventory of the 120 new locations or their exact square footage, and it leaves open whether all newly opened stores will stay operational after the holiday season.
Why It Matters
The expansion aims to re-establish Toys “R” Us as a major physical-retail player after a decade of absence, targeting adult “kidult” consumers who now drive a majority of toy sales. The inclusion of Creator Studios and café spaces reflects a shift toward experiential retail.
What’s Next
Beyond the current wave of stand-alone openings, Toys “R” Us plans to grow its travel-footprint. A second shop-in-shop at Orlando International Airport opened in August, and a third location is slated for summer 2027. The broader strategy will likely involve additional airport and Navy Exchange sites, though timelines for further stand-alone stores remain undisclosed.