GoKawiilSome of the new locations will include studio space where creators and toy influencers can launch new products and host events. Toys “R” Us has announced plans to expand its retail footprint nationwide. In partnership with Go! Retail Group, the toy retailer has plans to open 120 standalone U.S. stores just in time for the holiday season.
Toys ‘R’ Us expands again with new store openings: List of standalone locations to grow in 2026
Why This Matters
Toys 'R' Us's continued brick-and-mortar expansion signals renewed confidence in physical retail for toy sales, even as many retailers shrink store counts amid e-commerce competition. The move also reflects a broader industry trend of blending retail space with content creation and influencer marketing to drive foot traffic and brand engagement.
Key Takeaways
- Toys 'R' Us plans to open 120 new standalone U.S. stores in partnership with Go! Retail Group ahead of the 2026 holiday season.
- Some new locations will feature studio space for creators and toy influencers to launch products and host events, blending retail with content creation.
- The expansion highlights a renewed bet on physical retail experiences to compete in the toy industry.
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