The popular chain of toy, clothing, and baby product stores, Toys "R" Us, will open 120 new independent stores in the United States before Christmas, marking its largest physical expansion in nearly a decade.
With this addition, the total number of independent brand establishments in the country will increase from 40 to 160 operational stores for the holiday season, the company confirmed.
According to the company as explained in a statement, the expansion is being carried out in partnership with Go! Retail Group and complements the presence that the chain already has in numerous Macy's stores nationwide and at Navy Exchange facilities.
In Florida, the progress is substantial: the chain opened a space inside Orlando International Airport (MCO) in August, in partnership with WHSmith North America, and plans to establish a second location in the same airport for the summer of 2027.
"These new locations bring Toys"R"Us to one of the country's most important family travel markets, offering travelers heading to Orlando and the Central Florida metropolitan area another way to enjoy the brand during their trip," the official announcement details.
In the southern part of the state, Toys "R" Us is already present in Macy's stores in Miami —including International Mall, Dadeland, Aventura, and South Beach— as well as in Broward Mall, Sawgrass Mills, Pembroke Lakes, and The Falls.
The new independent stores will not be conventional retail spaces. In select locations, they will include Creator Studios—areas dedicated to influencers and content creators for showcasing products and organizing events—along with candy shops and cafes.
"Toys"R"Us has always been a place for discovery, and we are building on that legacy by offering customers the most popular toys, the latest trends, and experiences that make the brand unique," said Jamie Uitdenhowen, Executive Vice President of Toys "R" Us at WHP Global.
The main brands that the chain plans to offer are LEGO, Barbie, Hot Wheels, Pokémon, and KPop Demon Hunters, according to the company.
The decision to open stores during Christmas is no coincidence. For Gideon Schlessinger, CEO of Go! Retail Group, entering a Toys "R" Us store during the holidays is something special: “the thrill of discovering the most popular toys, seeing beloved brands and characters come to life, and finding the perfect gift.”
The return of Toys "R" Us comes at an unprecedented peak for the toy industry in the United States.
According to the market research and technology firm Circana, the sector recorded its best first half in six years, with a 17% increase in sales. The most striking fact is that adults have become the driving force of the market: households made up exclusively of adults now account for 55% of the total revenue in the sector, with a 16% growth through June.
Toy sales among all adults are growing by 25%, while the group of adolescents aged 12 to 17 leads with a 33% increase. Together, both segments accounted for nearly 60% of the incremental dollar growth in the sector during the first half of 2026.
Analyst Kristen McLean, vice president of the Entertainment Knowledge Group at Circana, explained the phenomenon: "We are seeing that toys increasingly function as hobbies, fandom ecosystems, and social experiences, rather than traditional children's products. This is broadening the consumer base and creating new opportunities for manufacturers and retailers who know how to connect with collectors, enthusiasts, those who buy gifts, and those who purchase for themselves."
Toys "R" Us is currently managed by WHP Global, a private equity group that took control of the brand in 2021 and also manages Babies "R" Us and fashion firms such as Express, Marc Jacobs, and Vera Wang.
The contrast with the recent past is striking. The chain, which at its peak had over 1,000 locations in the United States, filed for bankruptcy in September 2017 with debts of approximately 5 billion dollars, unable to compete with Amazon, Walmart, and Target amid the rapid expansion of e-commerce. In June 2018, it closed its final stores in the country, bringing an end to more than seven decades of history.
The opening of 120 new independent stores represents the brand's most ambitious step towards a massive physical presence since that collapse, and the holiday season will be the first major test of whether this return is built on solid foundations.
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