Toys “R” Us is returning to the retail spotlight with over 30 new stores opening across the U.S. just in time for holiday shopping, marking its most ambitious expansion since its bankruptcy in 2017.
After years of uncertainty and multiple failed relaunch attempts, the beloved toy retailer is staging a dramatic comeback this holiday season. Under the ownership of WHP Global and in partnership with Go! Retail Group, Toys “R” Us is opening eight flagship stores and more than 20 seasonal pop-up shops nationwide. The move is designed to recapture the magic of in-person toy shopping and reconnect with generations of customers who grew up with Geoffrey the Giraffe.
A Strategic Holiday Push
The timing of the expansion is no accident. With the holiday season fast approaching, Toys “R” Us is positioning itself as a go-to destination for families seeking the latest toys, games, and nostalgic experiences. Flagship stores have already launched in high-traffic locations such as Mall of America in Minnesota, American Dream in New Jersey, and Dallas-Fort Worth International Airport, while seasonal shops are popping up in malls and shopping centers across states like Michigan, Tennessee, Texas, and New York.
“This next phase brings the magic of Toys ‘R’ Us to families across the country just in time for the holidays,” said Jamie Uitdenhowen, Executive Vice President of Toys “R” Us at WHP Global. “We’re delivering the joyful shopping experience that generations have loved”.
From Bankruptcy to Rebirth
Toys “R” Us filed for Chapter 11 bankruptcy in 2017 and closed more than 700 stores by 2018. Since then, the brand has undergone several transformations, including digital relaunches and limited retail partnerships. WHP Global acquired the brand in 2021 and began rebuilding its physical presence, starting with flagship stores and airport locations.
The 2025 expansion marks the most significant retail push since the acquisition, signaling renewed confidence in brick-and-mortar toy retail. The company is betting that nostalgia, combined with curated in-store experiences and exclusive product offerings, will draw shoppers back.
What Shoppers Can Expect
Each new store is designed to evoke the classic Toys “R” Us experience, with colorful displays, interactive play zones, and a wide selection of toys from brands like LEGO, Barbie, Hot Wheels, and more. Seasonal pop-ups will offer curated selections tailored to local demand, while flagship stores will feature immersive environments and special events.
In addition to toys, the stores will offer branded merchandise and collectibles, giving longtime fans a chance to reconnect with the brand in new ways. The company also plans to roll out exclusive holiday promotions and limited-edition items to drive foot traffic.
A New Chapter for a Storied Brand
Retail analysts say the comeback is a bold move in a competitive market dominated by e-commerce giants and big-box retailers. But Toys “R” Us is banking on its legacy and the emotional connection many families have with the brand.
“This holiday marks an important step in our expansion strategy,” said Gideon Schlessinger, CEO of Go! Retail Group. “Through our partnership, we’re bringing Toys ‘R’ Us back to communities nationwide”.
Whether you're shopping for the latest must-have toy or simply reliving childhood memories, Toys “R” Us is ready to welcome a new generation of customers—and remind everyone why they never wanted to grow up.
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