Toys R Us planning major comeback ahead of holiday season
Toys R Us is expanding its US presence by opening 120 new standalone stores in time for the holiday season. The expansion is a partnership with Go! Retail Group and will bring the total number of US locations to 160. The retailer is accelerating these openings to capitalize on holiday demand and a surge in toy sales driven by adult collectors. In addition to traditional retail outlets, the brand is incorporating cafes and candy shops into its comeback strategy.
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- ✓ Toys R Us is opening 120 new standalone stores across the US this holiday season.
- ✓ The expansion will bring the total number of US locations to 160.
- ✓ The store openings are being executed in partnership with Go! Retail Group.
- ✓ Adult collectors are fueling toy sales contributing to the expansion.
What changed
Toys R Us announced the specific opening of 120 standalone stores through a partnership with Go! Retail Group.
Live updates
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Toys R Us to Open 120 Standalone US Stores for Holiday Season
Toys R Us is expanding its US presence by opening 120 new standalone stores in time for the holiday season. The expansion is a partnership with Go! Retail Group and will bring the total number of US locations to 160. The retailer is accelerating these openings to capitalize on holiday demand and a surge in toy sales driven by adult collectors. In addition to traditional retail outlets, the brand is incorporating cafes and candy shops into its comeback strategy.
Why it matters
This expansion represents a significant attempt to reclaim market share after the company's previous collapse. The shift toward standalone stores indicates a move away from solely relying on shop-in-shop partnerships.
What is confirmed
- Toys R Us is opening 120 new standalone stores across the US this holiday season.
- The expansion will bring the total number of US locations to 160.
- The store openings are being executed in partnership with Go! Retail Group.
- Adult collectors are fueling toy sales contributing to the expansion.
Still unconfirmed
- A new location will open in north Georgia.
- The comeback strategy includes the addition of cafes and candy shops.
- Stores may open in Central New York.
- Stores may open in Ohio.
What to watch next
- Release of specific city and state locations for the 120 new stores.
- Official opening dates for the standalone locations.
- Sales performance data following the holiday season expansion.
confidence 100%Sources used for this update (14)
- Fox Business — Toys R Us makes major comeback with 120 new stores opening across US this holiday season
- 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
- 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
- qz.com — Toys "R" Us opening 120 stores for holiday season
- Good Morning America — Toys R Us comeback continues with more stores, candy shops, cafes
- Akron Beacon Journal — Toys 'R' Us making comeback this holiday season. Are any stores in Ohio?
- WTHR — Toys'R'Us plans 120 new standalone stores across US for holiday season
- USA Today — Toys 'R' Us to open 120 new US stores this holiday season
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