Image Courtesy of Toys 'R' Us
Toys ‘R’ Us is rolling out its biggest expansion since its rebirth, adding 10 new stores and 20 holiday pop-ups in the U.S. in time for holiday selling.
The toy retailer, now owned by brand management firm WHP Global, said this is its biggest growth year yet in this latest incarnation. The openings will be supported by its partnership with Go! Retail Group, which operates toy and game stores in malls across the U.S. under Go! Toys & Games and other banners, first formed in late 2023 to open stores in the U.S.
After filing for bankruptcy in 2017 and being liquidated in 2018, the chain was sold to WHP in 2021.
Confirmed openings in the U.S. this year include locations in Aurora, Illinois; Camarillo, California; Hanover, Maryland; West Des Moines, Iowa; Emeryville, California; Omaha, Nebraska; Thornton, Colorado; and Long Beach, California. Several of the new locations already opened come in at around 13,000 square feet, smaller than Toys ‘R’ Us’ traditional locations that averaged between 20,000 to 40,000 square feet.
Since being resurrected by WHP, it has relied heavily on retail partnerships rather than standalone stores, including installing Toys ‘R’ Us shop-in-shops inside all of Macy's 424 stores nationwide.
Go! Retail Group, prior to this year, opened four locations in Bloomington, Minnesota; Norridge, Illinois; Auburn Hills, Michigan; and San Marcos, Texas. Toys ‘R’ Us also operates a store in the Dallas Fort Worth Airport and will have eight stores in operation on U.S. Navy and military bases this year.
Globally, Toys ‘R’ Us is strengthening its foothold in major markets such as the U.K., Mexico, South Africa, Asia, and South Korea, as well as expanding into markets it never served before, including Chile, Peru, Venezuela, Ecuador, Morocco, and Lebanon. Overall, Toys ‘R’ Us said it has more than 1,500 stores and e-commerce businesses across more than 35 countries.
"As we head into the most magical time of the year, Toys R Us is reaching more kids and families than ever before," said Kimberly Miller, global CMO, in a press release. "From new store openings with our global partners, to the launch of our second Global Holiday Play Day serving as the runway to the season, to Geoffrey's Birthday celebrated worldwide on Oct. 17 — and of course the main event in December— Toys R Us is creating joy and excitement for kids of all ages everywhere."
Toys 'R' Us Faces Tariff Pressures This Holiday Season
Toys ‘R’ Us' collapse was attributed to bloated debt levels stemming from a 2005 leveraged buyout, as well as competition from Amazon, Target, and Walmart -- retailers that often use toys as loss leaders over the holiday selling season.
Toys ‘R’ Us' renewed push comes as Mattel, Hasbro, and other toy makers have warned that toy buyers will face higher prices this holiday season due to tariffs.
On the positive side, Circana has predicted that the toy industry will return to growth in 2025 following flat sales in 2024 and a decline in 2023.
“The toy industry is showing strength during this period as consumers are holding their breath and waiting for higher prices to kick in,” said Juli Lennett, VP and toy industry advisor at Circana, in early August. “This resilience is especially important as we set our sights on the holiday season and what categories are critical for the consumer to bring joy to their loved ones.”