Toys ‘R’ Us comeback: Retailer opening 120 new stores this holiday season
Toys "R" Us is opening 120 standalone stores across the United States in time for the 2026 holiday season. This expansion, executed with Go! Retail Group, increases the company's total US presence to 160 locations. The strategy shifts the brand back toward brick-and-mortar retail to capture a market currently driven by adult collectors. One confirmed new location will open at Hamilton Place in Chattanooga.
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- ✓ Toys "R" Us is opening 120 new standalone stores this holiday season.
- ✓ The company's total US store count will reach 160.
What changed
The retailer confirmed a specific new store location at Hamilton Place in Chattanooga.
Live updates
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Toys "R" Us expands US footprint with 120 new stores for 2026 holidays
Toys "R" Us is opening 120 standalone stores across the United States in time for the 2026 holiday season. This expansion, executed with Go! Retail Group, increases the company's total US presence to 160 locations. The strategy shifts the brand back toward brick-and-mortar retail to capture a market currently driven by adult collectors. One confirmed new location will open at Hamilton Place in Chattanooga.
Why it matters
The retailer previously focused on e-commerce after its earlier collapse. This return to physical storefronts aims to leverage nostalgia and the rising demand for collectibles.
What is confirmed
- Toys "R" Us is opening 120 new standalone stores this holiday season.
- The company's total US store count will reach 160.
Still unconfirmed
- A new store is opening at Hamilton Place in Chattanooga.
What to watch next
- Full list of the 120 new store locations
- Quarterly sales data from the 2026 holiday season
confidence 90%Sources used for this update (2)
- whatnow.com — Toys “R” Us Is Bringing Its Toy-Store Magic Back to Hamilton Place
- southfloridareporter.com — Toys “R” Us and Disney Are Bringing Big Toy Aisles Back This Holiday Season10
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Toys R Us adds 120 standalone stores for holiday season
Toys R Us is launching 120 new standalone stores across the United States to increase its physical retail presence before the holiday season. This expansion, managed in partnership with Go! Retail Group, raises the company's total US store count to 160. The move targets a market where adult collectors are currently driving industry sales, signaling a shift back to brick-and-mortar operations after years of focusing on e-commerce.
Why it matters
The company filed for bankruptcy in 2017 and closed all US locations in 2018. This current expansion follows a period of corporate restructuring.
What is confirmed
- Toys R Us is opening 120 new standalone stores before the holiday season.
- The company is expanding its retail presence across the United States.
What to watch next
- Specific store opening dates for the 120 new locations
- Quarterly sales figures following the holiday expansion
confidence 100%Sources used for this update (2)
- www.wafb.com — Toys ‘R’ Us is making a holiday comeback with more than 100 new stores. Here’s what to know
- hayspost.com — Toys ‘R’ Us making a holiday comeback at several new stores in Kansas
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Toys R Us Reopens 120 Stores for the Holidays
Toys R Us is opening 120 new standalone stores across the United States ahead of Christmas, expanding its brick-and-mortar footprint in partnership with Go! Retail Group. This push brings the total number of US locations to 160. The expansion follows years of online-focused operations and corporate restructuring after the company filed for bankruptcy in 2017 and shut down all US stores in 2018. Grownup collectors are actively driving broader industry sales, creating a strong consumer base as the iconic brand returns to physical retail.
Why it matters
The return of Toys R Us marks a notable physical retail comeback for a brand that completely exited the US domestic market nearly a decade ago. The new locations aim to capture holiday spending through a partnership with Go! Retail Group. This strategy relies heavily on adult consumers who grew up with the brand and continue to purchase toys as collectors.
What is confirmed
- Toys R Us is opening 120 new standalone stores across the United States ahead of Christmas.
- The holiday expansion brings the total number of US locations to 160 through a partnership with Go! Retail Group.
- The company previously shuttered all US stores in 2018 following a 2017 bankruptcy.
What to watch next
- Monitor consumer turnout and sales performance across the 120 new standalone locations during the holiday shopping season.
- Observe whether Go! Retail Group and Toys R Us announce plans to make the temporary holiday locations permanent.
confidence 100%Sources used for this update (5)
- www.ktvu.com — Toys R Us makes major comeback with 120 new stores opening across US this holiday season
- www.cubaheadlines.com — Toys "R" Us Expands Aggressively in the U.S., Targets Florida Growth
- northpennnow.com — 21 new Toys ‘R’ Us stores will open in Pennsylvania nearly a decade after filing for bankruptcy
- www.toysnplaythings.media — Toys R Us to open 120 stores ahead of Christmas
- www.today.com — Presley Gerber, Model and Son of Cindy Crawford, Dies at 27
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Toys R Us Announces 120 New U.S. Stores
Toys R Us is staging a major retail comeback by launching 120 new standalone stores across the United States just in time for the holiday season. The ambitious expansion marks a significant push by the iconic brand to reclaim its physical footprint in the domestic toy market after years of corporate restructuring and online-focused operations. Grownup collectors are actively fueling broader industry sales, providing a strong consumer base for the brand as it ramps up its brick-and-mortar presence through accelerated store openings.
Why it matters
The brand previously liquidated its physical U.S. footprint years ago, leaving a massive void in the brick-and-mortar toy retail sector. This return to physical stores highlights a broader market trend where traditional toy sales benefit significantly from adult collectors. The holiday rollout represents the most aggressive physical expansion for the brand since its major corporate restructuring.
What is confirmed
- Toys R Us is opening 120 new standalone stores in the United States this holiday season.
- Grownup collectors are fueling increased toy sales.
What to watch next
- Specific city and state locations for the 120 new standalone stores
- Exact opening dates for the holiday season retail rollout
confidence 100%Sources used for this update (10)
- PR Newswire — Toys"R"Us® Announces Major U.S. Expansion With 120 New Standalone Stores Opening This Holiday Season
- Retail Dive — Toys R Us accelerates store openings in time for the holidays
- Forbes — Toys R Us Opening 120 New U.S. Stores In Time For The Holiday Season
- Denver7 — Toys ‘R’ Us comeback: Retailer opening 120 new stores this holiday season
- People.com — Toys ‘R’ Us Is Opening 120 New Stores Across the U.S. in Major Comeback
- WJTV — Three new retailers to join The Outlets of Mississippi
- NBC News — Toys ‘R’ Us is opening 120 new stores as grownup collectors fuel toy sales
- ABC News - Breaking News, Latest News and Videos — Toys R Us planning major comeback ahead of holiday season
- WSB-TV — Toys ‘R’ Us to open north Georgia location
- news.ssbcrack.com — Toys “R” Us to Open 120 New Standalone Stores in U.S. This Holiday Season
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