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Toys R Us Accelerates Store Openings in Time for the Holidays

  • On Thursday, Toys "R" Us announced a partnership with Go! Retail Group to open 120 new standalone stores across the U.S. this holiday season, bringing its national total to 160 locations.
  • This expansion marks a major step in rebuilding brick-and-mortar presence following Toys "R" Us's 2017 bankruptcy and 2018 store closures, with the company reemerging under WHP Global's ownership.
  • Beyond traditional malls, the brand executes an "air, land and sea" strategy featuring Creator Studios for interactive product unveils and shop-in-shops at Orlando International Airport, which opened in August.
  • These standalone locations complement an existing ecosystem including dedicated shops inside Macy's department stores and Navy Exchange Service Command partnerships that serve military families nationwide.
  • Globally, Toys "R" Us generates more than $2 billion in annual retail sales, with this growth phase designed to meet customers wherever they live, shop, and travel.
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Retail Dive broke the news in Boston, United States on Thursday, September 17, 2026.
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