Toys 'R' Us Holiday Expansion
Toys 'R' Us plans to open 120 holiday stores across the United States.
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Key Points
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The new stores will range from roughly 3,500 to 7,500 square feet, while the existing network includes a 20,000-square-foot flagship in New Jersey and another large location in Minnesota.
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The expansion includes merchandise tied to the pop-culture franchise KPop Demon Hunters, alongside the more traditional toy brands.
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Select Creator Studios will be used by influencers, toy companies and other creators to produce content, launch products and hold special events—not merely as customer play areas.
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The retailer’s airport expansion specifically includes planned shop-in-shop locations at Orlando International Airport, adding a travel-oriented channel to its store network.
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Go! Retail Group’s rollout had already begun before the announcement, with the operator opening smaller Toys “R” Us stores and signing dozens of one-year leases across the United States.
Toys 'R' Us is mounting its biggest comeback yet, planning to open 120 new standalone stores across the U.S. for the 2026 holiday season BizToc. The expansion, a partnership with Go! Retail Group, will nearly quadruple the retailer's standalone footprint from 40 locations to 160. The surge is fueled by adult shoppers who now account for 55% of toy purchases, according to Yahoo Finance.
The toy giant collapsed in 2018 but has been revived under WHP Global. Its shops inside Macy's and other retailers will continue running alongside the new standalone locations VinNews. The stores will stock LEGO, Barbie, Hot Wheels, Pokémon and trading cards—appealing to both kids and adult 'kidult' collectors.
Adults Driving a Toy Sales Boom
U.S. toy sales jumped 17% in the first half of 2026, with adults leading the charge Mirror. Trading cards and collectibles are the hottest categories, appealing to nostalgic shoppers who refuse to outgrow toys. This shift has reshaped how retailers think about their inventory and store design.
New Stores Will Range From Small to Massive
The 120 new locations will span 3,500 to 7,500 square feet, fitting different neighborhoods and shopping patterns GeekSpin. But Toys 'R' Us will keep its flagship stores too—a 20,000-square-foot location in New Jersey and a large store in Minnesota anchor the network. This mix lets the brand reach both suburban families and serious collectors.
Creator Studios and Pop-Culture Partnerships
Select locations will add Creator Studios where influencers and toy companies film content, launch products and host events Yahoo Finance. Some stores will also feature cafés and candy shops to boost foot traffic. The retailer is even partnering with KPop Demon Hunters and expanding into airports, including a shop-in-shop at Orlando International Airport.
Go! Retail Group Accelerates the Rollout
Go! Retail Group has already started opening smaller Toys 'R' Us stores and signed dozens of one-year leases across the country BizToc. The operator is laying groundwork now so all 120 locations can open in time for the 2026 holiday rush. Specific store locations will be announced later.
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