The well-known toy retailer, Toys "R" Us, is set to open 120 new standalone stores across the United States before Christmas, marking its most significant physical expansion in nearly a decade.
This development will increase the brand's standalone outlets in the country from 40 to 160 operational stores for the holiday season, as confirmed by the company.
In a statement, the company revealed that this growth is in partnership with Go! Retail Group. This move complements the brand's existing presence within various Macy's locations nationwide and Navy Exchange facilities.
Florida's Strategic Push
In Florida, Toys "R" Us has taken concrete steps by launching a store inside Orlando International Airport (MCO) in August, in collaboration with WHSmith North America. A second location is planned for the summer of 2027 at the same airport.
“These new locations bring Toys 'R' Us to one of the most significant family travel markets in the country, offering travelers heading to Orlando and the Central Florida metropolitan area another way to experience the brand during their journey,” the official announcement detailed.
In the southern part of the state, Toys "R" Us already maintains a presence in Macy's stores across Miami—including International Mall, Dadeland, Aventura, and South Beach—as well as in Broward Mall, Sawgrass Mills, Pembroke Lakes, and The Falls.
Innovative Store Concepts
The new standalone stores are set to offer more than just traditional retail spaces. Certain locations will feature Creator Studios—areas dedicated to influencers and content creators to showcase products and host events—alongside candy shops and cafes.
"Toys 'R' Us has always been a place of discovery, and we are building on that legacy by offering customers the hottest toys, the latest trends, and experiences that make the brand unique," stated Jamie Uitdenhowen, Executive Vice President of Toys "R" Us at WHP Global.
A Strategic Holiday Launch
The brand plans to feature top names such as LEGO, Barbie, Hot Wheels, Pokémon, and KPop Demon Hunters. The timing of the store openings is no coincidence. According to Gideon Schlessinger, CEO of Go! Retail Group, visiting a Toys "R" Us store during the holiday season is a special experience: "The thrill of discovering the hottest toys, seeing favorite brands and characters come to life, and finding the perfect gift."
Industry Trends and Consumer Insights
The comeback of Toys "R" Us occurs during a remarkable boom in the U.S. toy industry. Market research and technology firm Circana reported that the sector saw its best first half in six years, with a 17% increase in sales. Surprisingly, adults have become the driving force—adult-only households now account for 55% of the industry's total revenue, growing by 16% through June.
Toy sales among all adults are up by 25%, with the 12 to 17 age group leading with a 33% increase. Together, these segments contributed nearly 60% of the incremental dollar growth in the sector during the first half of 2026.
Kristen McLean, Vice President of the Entertainment Knowledge Group at Circana, explained the trend: "We're seeing toys increasingly serve as hobbies, fandom ecosystems, and social experiences rather than traditional children's products. This expansion of the consumer base is creating new opportunities for manufacturers and retailers who know how to connect with collectors, enthusiasts, gift-givers, and self-purchasers."
Toys "R" Us is currently managed by WHP Global, a private equity group that took over the brand in 2021 and also manages Babies "R" Us and fashion labels like Express, Marc Jacobs, and Vera Wang.
The contrast with the recent past is striking. At its peak, the chain had over 1,000 stores in the United States but filed for bankruptcy in September 2017 under a massive $5 billion debt load, unable to compete with the likes of Amazon, Walmart, and Target during the e-commerce boom. By June 2018, it had closed its last stores in the country, ending a history that spanned over seven decades.
The opening of these 120 new standalone stores represents the brand's most ambitious step towards a massive physical presence since that collapse, and the holiday season will be the first major test of whether the comeback is on solid ground.
Toys "R" Us Expansion: Key Questions Answered
Why is Toys "R" Us expanding its presence now?
Toys "R" Us is expanding to capitalize on the current boom in the U.S. toy industry, which has seen significant growth, particularly among adult consumers who view toys as hobbies and social experiences.
What unique features will the new Toys "R" Us stores include?
The new stores will feature Creator Studios for influencers, candy shops, and cafes, offering customers innovative experiences beyond traditional retail.
How does the Florida expansion fit into Toys "R" Us's strategy?
The expansion in Florida, including new locations in Orlando International Airport, targets a key family travel market, enhancing the brand's visibility and reach in a vital region.