Toys “R” Us is preparing for a major expansion across the United States, bringing the iconic toy retailer back to more communities as it continues rebuilding its physical store presence.
The company plans to open 120 new standalone stores by the end of 2026, according to an announcement reported by ABC News. The expansion represents another major step in the retailer’s comeback after its U.S. bankruptcy and widespread store closures several years ago.
For many Americans, Toys “R” Us remains closely associated with childhood trips to massive toy-filled stores and its famous Geoffrey the Giraffe mascot. The planned expansion could bring that experience to a new generation of families while also tapping into nostalgia among longtime customers.
A Bigger Physical Retail Comeback
The strategy comes at a time when traditional retailers are experimenting with new ways to compete with online shopping. Toys “R” Us has already returned to the U.S. market through smaller locations and partnerships, but the new expansion puts greater emphasis on dedicated physical stores.
The company is expected to continue expanding its footprint as it prepares for future holiday shopping seasons.
Whether the comeback can recreate the popularity Toys “R” Us enjoyed during its peak remains to be seen, but the planned 120-store expansion shows the brand is making a significant push back into American retail.
Would you shop at Toys “R” Us again if a new store opened near you?