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Toys 'R' Us is making a significant comeback in the United States by opening 120 new standalone stores this holiday season. This expansion, announced on Thursday (September 17), will increase the total number of standalone Toys 'R' Us stores in the U.S. from 40 to 160. The company has not yet disclosed the specific locations of these new stores.
The new stores will feature a wide range of toys, collectibles, and gifts from popular brands like LEGO, Barbie, Hot Wheels, Pokémon, and "KPop Demon Hunters." Some locations will also include candy shops and cafés. Additionally, select stores will introduce Creator Studios, spaces designed for influencers and toy brands to create content and host events. These studios will initially be available at five existing locations, including American Dream in New Jersey and Mall of America in Minnesota.
Toys 'R' Us filed for Chapter 11 bankruptcy in 2017, leading to the closure of its U.S. stores. However, the brand has been rebuilding since WHP Global acquired it in 2021. The company has opened stores inside Macy's locations and expanded into airports, with a shop-in-shop opening at Orlando International Airport in August.
The resurgence of Toys 'R' Us comes amid a growing trend of toy sales among adults and teens, who now account for nearly 60% of the toy industry's incremental dollar gains. According to market research group Circana, toy sales among adult-only households have grown by 16% through June.
The company continues to expand its global presence, generating over $2 billion in annual retail sales through more than 1,680 stores and e-commerce platforms across 37 countries.
For Pennsylvania specifically, reports indicate there will be new Toys “R” Us locations across the state. The company has not yet released a complete list of all Pennsylvania locations or exact opening dates.