Toys ‘R’ Us new stores 2026: 120 locations set to debut before holidays

In a bold move to capture holiday demand, Toys ‘R’ Us announced Toys ‘R’ Us new stores 2026 will surge by ↑ 120 standalone locations across the United States, slated to open before the season’s peak.

Toys ‘R’ Us new stores 2026 drive retail resurgence

The rollout, executed with Go! Retail Group, will lift the chain’s standalone count from 40 to ↑ 160 by year‑end, complementing its existing shop‑in‑shop presence in over 400 Macy’s outlets.

What the new stores mean for holiday shoppers

Each venue will stock flagship lines – Lego, Hot Wheels, Barbie, Pokémon – and feature “Creator Studios,” dedicated zones where brands, influencers and content creators can stage product drops and interactive events. Adults will find a playground for nostalgia, the company claims.

“Our expansion reflects confidence in the U.S. market and a renewed commitment to deliver experiential retail,” a Toys ‘R’ Us spokesperson told Reuters.

Beyond bricks‑and‑mortar, the retailer is eyeing travel retail, partnering with WHSmith North America to launch airport shop‑in‑shops at Orlando International (MCO), with the first opened in August and a second slated for summer 2027.

The resurgence follows a turbulent decade that saw the brand file for Chapter 11 in 2017, shutter its 700‑plus stores in 2018, and re‑emerge under WHP Global’s ownership in 2021. Since then, strategic alliances with Macy’s and the American Dream superstore have paved the way for this aggressive growth.

Dispatch from Victor Hale (Equities & Market Dynamics Analyst).