Toys 'R' Us to Launch 120 New Stores, Shifting Retail Strategy

WHO:

Inc - Toys “R” Us is a toy retailer planning a comeback.

Fast Company - Toys “R” Us is partnering with Go! Retail Group for its expansion.

WHAT:

Fast Company - Toys “R” Us plans to open 120 standalone U.S. stores.

Fast Company - The new stores will feature toys and collectibles from brands like Lego, Hot Wheels, Barbie, and Pokémon.

Fast Company - Some new stores will include “Creator Studios” for toy-related events and product unveilings.

Fast Company - The expansion will increase Toys “R” Us's standalone store count to 160 by the holiday season.

Fast Company - Toys “R” Us currently operates 40 standalone stores and shop-in-shops in Macy’s.

WHERE:

Fast Company - The new standalone stores will be located nationwide in the U.S.

Fast Company - New airport shop-in-shops are opening at Orlando International Airport (MCO).

WHEN:

Fast Company - The first airport shop-in-shop opened in August, and a second location is scheduled to open next summer.

Fast Company - The expansion aims to coincide with the holiday season.

WHY:

Fast Company - The expansion is part of Toys “R” Us's strategy to grow its retail footprint and adapt to changing market conditions.

HOW:

Fast Company - Toys “R” Us is expanding through partnerships, including with WHSmith North America for airport locations.

(UPDATED September 21, 2026 17:02 UTC)

Toys “R” Us is making a comeback by planning to open 120 standalone stores across the U.S. in partnership with Go! Retail Group, which will boost their total store count to 160 by the holiday season. These new locations will feature popular brands like Lego, Hot Wheels, Barbie, and Pokémon, along with “Creator Studios” for toy-related events and product unveilings, while new shop-in-shops are also set to open at Orlando International Airport. The expansion reflects Toys “R” Us's strategy to grow its retail presence and adapt to the evolving market landscape.