Chicago, October 22, 2025
News Summary
Toys R Us is set to reopen 30 new stores by the end of the year, including eight flagship locations and over 20 temporary seasonal shops. This expansion aims to capture holiday shopping traffic and reconnect with local communities after a major brand transformation following bankruptcy in 2017. The company is partnering with Go! Retail Group for day-to-day operations and plans to feature popular toy brands in new locations, emphasizing their commitment to growth in the retail sector.
Chicago — Toys “R” Us is opening 30 new stores by the end of the year as part of its comeback, the company announced as it pushes to expand ahead of the holiday shopping season. The company plans to open eight flagship stores and over 20 seasonal store locations, with Nine of the planned seasonal holiday shops have already opened for shoppers.
What is happening
The expansion will add a mix of permanent flagship locations and temporary holiday-focused shops across multiple states and retail venues. Toys “R” Us is opening 30 new stores by the end of the year as part of its comeback and the rollout is being coordinated with retail partners to reach customers in high-traffic shopping centers and seasonal locations.
Where the new stores will appear
Major existing flagship venues remain in place as the company scales up. Toys “R” Us operates flagship stores at the American Dream mall in New Jersey and the Mall of America in Minnesota. Additional flagship presence includes Other flagship locations are in Chicago and Texas, alongside a dedicated store at Dallas-Fort Worth Airport.
New and planned openings include The new California locations include a flagship store at Camarillo Premium Outlets and a seasonal store on Bay Street in Emeryville, and A pop-up location is also set to open in Brentwood, Bay Area. Other future openings are planned in Texas, Colorado, and New York.
Operations and partnerships
The current expansion is being delivered through a partnership model. The recent expansion is part of a partnership with Go! Retail Group, which helps operate the stores under licensing agreements. Go! Retail Group is managing day-to-day operations for a number of new locations while working with the brand owner.
Corporate ownership of the brand changed following bankruptcy and liquidation. Toys “R” Us filed for bankruptcy in 2017 and was liquidated, later being sold to WHP Global in 2021. The brand is now expanding retail footprints while also supporting online sales channels.
Merchandise and customer draw
New locations will carry well-known toy lines and licensed merchandise. New locations will feature popular brands such as Lego, Barbie, and Hot Wheels. The company says these assortments will be a key element of in-store merchandising during the holiday season.
Leadership and strategy
Go! Retail Group leadership has highlighted the importance of the holiday period for the rollout. Gideon Schlessinger, CEO of Go! Retail Group, emphasized that the holiday season is crucial for the brand’s expansion strategy. The company also indicated that Additional store openings will be announced throughout the holiday season to maintain momentum.
At the brand-owner level, senior executives described the push as an effort to restore the chain’s physical retail presence and reconnect with local communities ahead of year-end. Jamie Uitdenhowen, EVP of Toys R Us at WHP Global, remarked on bringing the brand’s magic to more communities before the holidays.
Context and history
The Toys “R” Us name has a long retail history. Toys R Us was founded in 1948 in Washington, becoming a well-known name in the toy market. At its peak the company operated at scale: The company had over 700 locations at its peak and was recognized by its mascot, Geoffrey the Giraffe.
Following the 2017 bankruptcy and liquidation, the brand has returned under new ownership and licensing partners. The brand is now aggressively rolling out new initiatives and reopening stores in the U.S. As part of its global footprint, Toys R Us currently has over 1,500 stores and an e-commerce business in more than 35 countries.
Near-term outlook
Management plans continued announcements through the holiday period and will stagger openings to capture seasonal foot traffic. Retail partners and mall operators will publish specific opening dates for individual locations as they are finalized.
FAQ
Q: How many new stores is Toys “R” Us opening this year?
A: Toys “R” Us is opening 30 new stores by the end of the year as part of its comeback.
Q: What types of stores will be included in the expansion?
A: The company plans to open eight flagship stores and over 20 seasonal store locations.
Q: Have any seasonal stores already opened?
A: Nine of the planned seasonal holiday shops have already opened for shoppers.
Q: What is the brand’s recent ownership and bankruptcy history?
A: Toys “R” Us filed for bankruptcy in 2017 and was liquidated, later being sold to WHP Global in 2021.
Q: Where else does Toys “R” Us currently operate?
A: Toys R Us currently has over 1,500 stores and an e-commerce business in more than 35 countries.
| Feature | Detail |
|---|---|
| Number of new stores | 30 new stores by the end of the year |
| Store types | Eight flagship stores and over 20 seasonal store locations |
| Seasonal openings already active | Nine of the planned seasonal holiday shops have already opened for shoppers |
| Notable flagship locations | American Dream mall in New Jersey; Mall of America in Minnesota; Chicago; Texas; Dallas-Fort-Worth Airport |
| New California sites | Flagship at Camarillo Premium Outlets; seasonal store on Bay Street in Emeryville; pop-up in Brentwood, Bay Area |
| Partners and ownership | Partnership with Go! Retail Group; brand sold to WHP Global in 2021 after 2017 bankruptcy and liquidation |
| Global footprint | Toys R Us currently has over 1,500 stores and an e-commerce business in more than 35 countries |
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Additional Resources
- Los Angeles Times: Toys “R” Us Stores Are Making a Comeback
- Courier Post: Toys “R” Us Opens Store in New Jersey
- Fox 8: Seasonal Toys “R” Us Shop Opening in Westlake
- NJ.com: Toys “R” Us Is Opening 36 Stores Nationwide
- Newsweek: Toys “R” Us Major U.S. Expansion
- Wikipedia: Toys “R” Us
- Google Search: Toys R Us
- Google Scholar: Toys R Us
- Encyclopedia Britannica: Toys R Us
- Google News: Toys R Us
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