Toys R Us to Open 120 New Stores Before the Holidays, Quadrupling Its U.S. Footprint

Quick Facts

Toys R Us will open 120 new standalone U.S. stores this holiday season, growing from 40 to 160 locations.
U.S. toy dollar sales jumped 17% in the first half of 2026, the strongest year-over-year growth in six years, per Circana.
Select new stores will feature Creator Studios for influencer content and product launches, plus candy shops and cafes.

Toys R Us will open 120 standalone stores across the United States before the holiday season, bringing its total domestic standalone footprint to 160 locations. The expansion is run through its partnership with Go Retail Group and represents a fourfold increase in standalone stores in a single season.

The company currently operates 40 standalone stores in addition to shop-in-shop locations inside Macy’s stores nationwide. Last year, Toys R Us opened more than 30 locations, including flagships and seasonal holiday shops.

“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. “Together with our incredible partners, we are growing Toys R Us in unique ways to meet customers wherever they are.”

WHP Global, the brand management firm that acquired Toys R Us in 2021, oversees a portfolio of 16-plus consumer brands generating $9.5 billion in retail sales. Globally, Toys R Us generates more than $2 billion in annual retail sales through over 1,680 stores and e-commerce operations in 37 countries.

The new U.S. stores will carry toys, collectibles, and gifts from brands including Lego, Barbie, Pokemon, and KPop Demon Hunters. Many locations are expected to operate year-round rather than seasonally.

Select stores will include Creator Studios, dedicated spaces where influencers and toy brands can film content, reveal products, and host launch events. The company sees these spaces as a new channel for product promotion tied to social media trends. Some locations will also feature candy shops and cafes.

Gideon Schlessinger, CEO of Go Retail Group, called the rollout “an extraordinary expansion” and said the goal is to build destinations customers return to throughout the year, not just during the holiday rush.

The timing aligns with a strong stretch for the U.S. toy industry. According to a new Circana report, toy dollar sales rose 17% in the first half of 2026 compared to the prior year, the highest growth rate in six years. Unit sales climbed 12% and the average selling price rose 4%.

Adults are driving a significant share of that growth. Toy sales to shoppers 18 and older grew 25% in the first half of 2026. Adult-only households accounted for 55% of total toy sales and grew 16% through June, making adults the largest contributor to the industry’s gains.

Licensed products also outperformed the broader market, rising 24% and accounting for 39% of total toy sales, up two share points from the prior year. Demand for collectibles, trading cards, and fandom-driven products pushed both unit and dollar growth.

“The toy industry’s promising start to 2026 reflects a unique intersection of resilient demand and evolving consumer behavior,” said Kristen McLean, VP of Client Insights at Circana.

The Macy’s partnership, which began in 2022, helped rebuild Toys R Us retail credibility. Macy’s reported that its first-quarter toy sales were 15 times higher than during the comparable period before the partnership launched. Beyond Macy’s, Toys R Us has also expanded into airport retail, opening a shop-in-shop at Orlando International Airport in August, with a second airport location scheduled to open next summer. It also holds a presence with the Navy Exchange Service Command.

The jump from 40 to 160 standalone stores gives toy suppliers significant new physical shelf space at the start of the most competitive sales period of the year. For brands chasing holiday visibility, the expanded Toys R Us footprint adds a major new brick-and-mortar option alongside mass retailers.