Toys R Us Announces Major U.S. Store Expansion
After years of financial struggles and store closures, Toys R Us is making a significant comeback in the United States by expanding its physical retail presence. The brand plans to open 120 new standalone stores across the country through a partnership with Go! Retail Group. This expansion will increase the number of U.S. standalone locations from 40 to an expected total of 160 by the 2026 holiday season, in addition to existing Toys R Us shops within Macy's stores. Toys R Us filed for Chapter 11 bankruptcy protection in 2017 due to $5 billion in debt and eventually liquidated its U.S. operations a year later. The brand was acquired by Tru Kids, which was later controlled by WHP Global. Since then, the company has grown globally and now generates approximately $2 billion annually in retail sales. The expansion includes non-traditional locations such as airports and military bases through partnerships with NEXCOM. Toys R Us aims to reconnect with consumers across various touchpoints while rebuilding its presence after a major setback.
