Toys R Us Launches Massive Store Expansion Ahead of Holiday Season
New York, Friday, 18 September 2026.
Toys “R” Us is opening 120 new US stores for the 2026 holiday season, driven by a surging toy market where adult consumers now account for 55% of all sales.
Accelerated Physical Retail Growth
Toys”R”Us has formally announced a significant expansion of its United States retail footprint, planning to open 120 new standalone stores ahead of the 2026 holiday shopping season [1][2]. This initiative, driven by parent company WHP Global in partnership with Go! Retail Group, marks a decisive shift toward rebuilding direct-to-consumer presence following the brand’s previous restructuring [1][3]. Prior to this expansion, the company operated approximately 40 standalone locations alongside shops within Macy’s stores, meaning the new openings represent a 300 increase in standalone units [1][2]. The announcement was disseminated via press release on September 16, 2026, with further coverage confirming the strategy on September 17, 2026 [1][2]. Management aims to have all 160 standalone stores operational by the peak fourth-quarter spending period, leveraging an asset-flexible approach to maximize market penetration [1][3].
Demographic Shifts Driving Demand
The expansion is underpinned by robust data indicating a surge in toy sales, which grew by 17% in the first half of 2026, marking the strongest performance in six years [2]. A critical driver of this growth is the changing demographic profile of the consumer base, with adults now accounting for 55% of all toy sales [2]. This trend, often attributed to “kidults” purchasing collectibles and trading cards, has influenced the company’s strategy to create destinations that appeal beyond traditional child-focused play [2][3]. Jamie Uitdenhowen, Executive Vice President of Toys”R”Us at WHP Global, noted that the industry has a growing consumer base extending well beyond kids, validating the push for physical locations where shoppers do not feel compelled to visit mass retailers like Walmart or Target [2][3]. Select new locations will feature enhanced experiential elements, including “Creator Studios” for content creation, candy shops, and cafés to further engage this diverse audience [1][3].
Strategic Context and Future Outlook
This current growth trajectory stands in contrast to the company’s historical challenges, including a 2017 bankruptcy filing that resulted in the closure of all U.S. stores at that time [2]. Globally, the brand now operates over 1,680 stores across 37 countries, generating more than USD $2 billion in annual retail sales [1][3]. The U.S. strategy also includes diversification into travel retail, evidenced by the opening of the first airport shop-in-shop at Orlando International Airport in August 2026, with a second location scheduled for summer 2027 [1][3]. Gideon Schlessinger, CEO of Go! Retail Group, stated that the 160-store footprint provides an opportunity to reach millions of customers and create destinations capable of generating visits beyond the holiday period [3][4]. This multi-channel approach integrates standalone stores, Macy’s shop-in-shops, and Navy Exchange Service Command outlets to ensure comprehensive coverage [1][3].