Toys“R”Us opening 120 stores this holiday season
Toys “R” Us is making a major brick-and-mortar push as it partners to open more than a hundred standalone stores across the country by the holidays.
The toy company plans to open 120 stores in partnership with Go! Retail Group. The new locations will expand the brand’s existing U.S. retail footprint, which includes 40 standalone stores and Toys“R”Us shops inside Macy’s stores nationwide.
The new Toys“R”Us outposts will feature a curated assortment of the season’s hottest toys, collectibles and must-have gifts from popular toy brands and the latest movies. Select locations will offer “Creator Studios,” dedicated spaces where influencers, creators and toy brands can create content, unveil new products and host toy reveals, launches and special events.
In addition, select stores will also feature candy shops and cafés.
Building on its expansion into travel retail, Toys“R”Us will open new airport shop-in-shops at Orlando International Airport (MCO) in partnership with WHSmith North America. The first location opened in August and a second is due to open in summer 2027.
“This is a major moment for Toys“R”Us as we significantly expand our presence across the United States,” said Jamie Uitdenhowen, executive VP of Toys“R”Us at WHP Global, which acquired the toy retailer in 2021. “Together with our incredible partners, we are growing Toys“R”Us in unique ways to meet customers wherever they are, whether that’s at a standalone store in their hometown, inside Macy’s, at the airport or at a Navy Exchange.”
Globally, Toys“R”Us generates more than $2 billion in annual retail sales through over 1,680 stores and e-commerce businesses in 37 countries.
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Based in Austin, Texas, Go! Retail Group has grown to operate an extensive network of pop-up stores across six countries, alongside year-round retail locations, e-commerce, and wholesale.
“This holiday season represents an extraordinary expansion for Toys“R”Us in the U.S., and we couldn’t be more excited to bring the magic of Toys“R”Us to so many communities across the country,” said Gideon Schlessinger, CEO of Go! Retail Group. “There’s something special about walking into a Toys“R”Us store, especially during the holidays — the excitement of discovering the hottest toys, seeing favorite brands and characters come to life, and finding that perfect gift."
