---
title: "Toys R Us accelerates store openings in time for the holidays"
url: https://burnaze.com/article/d6dea58e-318a-4d6d-89df-88141dde6238
source: "Retail Dive"
original_url: https://www.retaildive.com/news/toys-r-us-accelerates-store-openings-holidays/830637/
author: "Kaarin Moore"
category: "Specialty retail"
industry: "Retail"
segment: "Specialty retail"
published: 2026-09-17T15:33:00.000Z
modified: 2026-10-31T13:18:41.513Z
image: https://imgproxy.divecdn.com/BuQL-h8rkMjN6aqDkNxhYNjpf2L9mZGLQ3IjBpMirqQ/g:ce/rs:fit:770:435/Z3M6Ly9kaXZlc2l0ZS1zdG9yYWdlL2RpdmVpbWFnZS90b3lzX3JfdXMucG5n.webp
---

# Toys R Us accelerates store openings in time for the holidays

**TL;DR:** Toys R Us is opening 120 new stand-alone stores across the U.S. this holiday season, bringing its total to 160 locations. The expansion is part of the company's major brick-and-mortar push in partnership with Go Retail Group.

*By Kaarin Moore, originally published in Retail Dive on 2026-09-17. [Read the original](https://www.retaildive.com/news/toys-r-us-accelerates-store-openings-holidays/830637/).*

## Story

The toy retailer is making a major brick-and-mortar push with 120 locations opening across the U.S.

- Toys R Us announced a major expansion in the U.S., with 120 new stand-alone stores opening this holiday season, the company said in a press release.

- The expansion, which is in partnership with Go Retail Group, will bring the toy retailer’s stand-alone footprint to 160 locations.

- Some stores will feature Creator Studios, a dedicated space where influencers and toy brands can create content. Select stores will also feature candy shops and cafes.

Toys R Us wants to meet customers wherever they are.

“This is a major moment for Toys R Us as we significantly expand our presence across the United States,” Jamie Uitdenhowen, executive vice president of Toys R Us at WHP Global, said in a statement.

The new locations will feature a curated selection of toys, collectibles and gifts from brands including Lego, Barbie, Pokémon and KPop Demon Hunters, among others.

The company went through a similar expansion, though on a smaller scale, around the same time last year. At that time, the company opened over 30 stores, which included flagships and seasonal holiday shops.

Outside of its stand-alone locations, the company is in Macy’s stores nationwide and also has shop-in-shop concepts at airports and with the Navy Exchange Service Command.

The company also stated that it opened a shop-in-shop location at Orlando International Airport in August, with a second scheduled to open next summer.

Toys R Us filed for Chapter 11 bankruptcy in 2017 following a 20-year decline. By 2018, the company had liquidated all U.S. operations, but eventually emerged as a new company, Tru Kids. That entity sold a controlling stake to brand management specialist WHP Global in 2021. WHP Global is also the parent company of Express, Marc Jacobs, Bonobos and Anne Klein.

## Entities

- Retail (sector)
- United States (location)
- store expansion (topic)
- holiday season (topic)
- retail partnership (topic)
- Macy's (company)
- Retail Dive (publication)
- Lego (company)
- brick and mortar (topic)
- Toys R Us (company)
- Orlando International Airport (location)
- Kaarin Moore (person)

---
Originally reported by Kaarin Moore, Retail Dive (https://www.retaildive.com/news/toys-r-us-accelerates-store-openings-holidays/830637/). Summarized by Burnaze (https://burnaze.com/article/d6dea58e-318a-4d6d-89df-88141dde6238).