Toys R Us Making a Comeback

Toys R Us Making a Comeback 🧸

Toys “R” Us Is Coming Back—Big

Toys “R” Us is making a major return to American shopping centers, announcing plans to open 120 new standalone stores across the United States ahead of the 2026 holiday season.

The expansion would increase the retailer’s standalone footprint from roughly 40 locations to 160, marking a significant push back into traditional brick-and-mortar retail.

The new stores are expected to range from approximately 3,500 to 7,000 square feet. Toys “R” Us will also continue operating inside roughly 400 Macy’s locations, along with stores in airports and military exchanges.

More Than Just Toys

The new locations are being designed to offer more of an experience than a traditional toy store.

Select stores will feature Creator Studios, giving social media creators and influencers dedicated spaces to produce content. Some locations will also include candy shops and cafés.

Shoppers can expect major brands and franchises including LEGO, Barbie, Hot Wheels, Pokémon and KPop Demon Hunters.

Adults Are Driving the Toy Boom

One of the biggest factors behind the expansion is the changing toy market.

Adults are increasingly buying toys—not just for children, but as collectors, hobbyists and enthusiasts. The growth in adult toy purchases, combined with broader industry sales growth, is helping drive renewed investment in physical toy stores.

For a brand that once seemed synonymous with the decline of traditional retail, Toys “R” Us is betting that Americans still want something the internet can’t fully replicate: walking into a store, seeing the toys, and experiencing the excitement in person.

The iconic toy retailer isn’t just reopening stores. It’s betting that the toy-store experience still has a future.

Let’s hope the new stores includes the 209.