Toys”R”Us has announced a U.S. retail expansion featuring 120 new standalone stores opening across the country for the holiday season. The rollout is being executed in partnership with Go! Retail Group.
The addition of these locations will bring the brand’s total number of standalone U.S. stores to 160 by the holidays. The new locations build upon the company’s existing footprint, which includes 40 standalone stores alongside store-in-store locations inside Macy’s department stores nationwide.
The new standalone facilities will carry toys, collectibles, and gifts from established brands and entertainment properties, including LEGO, Barbie, Hot Wheels, Pokémon, and KPop Demon Hunters. Select locations plan to introduce Creator Studios, dedicated spaces designed for content creation, product reveals, and special events hosted by influencers and toy brands.
Certain store locations will also incorporate candy shops and cafés as part of the overall retail environment. Outside of traditional shopping centers, the brand continues to expand into travel retail and military bases, including shop-in-shops operating in partnership with the Navy Exchange Service Command.
As part of its travel expansion, Toys”R”Us is opening airport shop-in-shops at Orlando International Airport through a partnership with WHSmith North America. The first airport location opened in August, with a second scheduled to open in the summer of 2027.
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