The familiar toy retailer Toys “R” Us is adding 120 new U.S. stores ahead of the holiday shopping season. The expansion, carried out with retail partner Go! Retail Group, comes as toy sales show stronger growth after several difficult years.
The new locations will also test whether demand for dedicated toy stores remains strong beyond the holiday rush.
A Major Store Expansion
The new openings will bring the number of standalone Toys “R” Us stores in the United States to 160 during the holiday season. Go! Retail Group, an Austin, Texas-based company known for running seasonal pop-up stores, is handling the expansion.
The timing reflects stronger conditions in the toy market. According to research firm Circana, LLC, U.S. toy sales during the first half of this year recorded their strongest performance in six years. Total dollar sales increased 17%, while the average selling price rose 4%.
Some of the new stores may remain open after the holidays. Previous openings gave Go! Retail Group an indication that shoppers wanted access to Toys “R” Us locations throughout the year.
Jamie Uitdenhowen, Executive Vice President of Toys “R” Us at WHP Global, said some stores originally planned as seasonal locations performed well enough for the company to extend their leases. That experience has influenced the approach to the latest expansion.
Toys “R” Us Returns
The expansion marks another stage in the retailer’s return to physical stores. Toys “R” Us filed for bankruptcy in 2017 and liquidated its U.S. stores in 2018.
In 2021, WHP Global acquired the Toys “R” Us brand. The brand management company has a portfolio of more than 16 consumer brands, including Marc Jacobs, Vera Wang, and Lands’ End, which collectively generate close to $10 billion in retail sales.
WHP Global later expanded its retail strategy. In 2023, it announced its partnership with Go! Retail Group to increase the Toys “R” Us store presence across the country.
Uitdenhowen said consumers have continued asking for more standalone stores. He pointed to interest in a “full experience,” a wider product selection, and more experiential features.
Creator Studios
Toys “R” Us is also testing a new store concept called Creator Studios at five existing locations. These dedicated spaces allow influencers, content creators, and toy brands to host product reveals, introduce new toys, and produce social media content.
Chief Marketing Officer Kim Miller developed the idea after gathering feedback from shoppers who showed interest in in-store experiences.
Uitdenhowen described the concept as a potential “game changer” for Toys “R” Us. He said the studios could help connect creators with toy products, trends, and shoppers.
The first five Creator Studios are scheduled to launch later this month at:
1. American Dream in New Jersey
2. Mall of America in Minnesota
3. Camarillo Premium Outlets in California
4. Denver Premium Outlets in Colorado
5. Chicago Premium Outlets in Illinois
The company plans to study how shoppers and creators use the spaces before expanding the concept to additional stores. Uitdenhowen said the initial rollout will help determine what works before a wider launch.
Other Retail Partnerships
Standalone stores are only one part of the current Toys “R” Us retail strategy. WHP Global also maintains a partnership with Macy’s, which has brought Toys “R” Us-branded toy shops to about 400 Macy’s stores.
The brand also works with airport retailer WHSmith North America, which operates Toys “R” Us stores in U.S. airports.
The 120-store expansion gives Toys “R” Us a larger physical presence during one of the biggest shopping periods of the year. At the same time, the company is testing whether stores created for holiday demand can generate enough business to remain open year-round.
The Creator Studios add another experiment, linking physical retail with the growing role of influencers and social media in toy discovery. The results from these new stores and studio locations will provide a clearer picture of how Toys “R” Us continues rebuilding its U.S. retail network.
