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Toys “R” Us U.S. and international retail expansion

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2026-09-22 00:11 UTC → 2026-09-24 19:08 UTC · added ~~removed~~

Toys “R” Us is executing a major nationwide expansion in the United States, aiming to quadruple its standalone store count from 40 to 160 locations by the end of 2026. Managed in partnership with Go! Retail Group, this rollout is timed for the holiday season and focuses on toys, collectibles, branded gift items, and entertainment assets. In addition to the planned 120 new standalone stores, the company is utilizing a multi-channel strategy that includes shop-in-shops within Macy’s and Navy Exchanges. A new partnership with WHSmith North America will bring two shop-in-shop locations to Orlando International Airport in Central Florida, featuring brands such as LEGO, Barbie, and Pokémon. A confirmed U.S. location for the expansion includes the Mall at Short Hills in Millburn, New Jersey. Beyond the U.S., the brand is launching an international expansion into Central America and the Caribbean under the strategy “Geoffrey Seeks a Home”. Cotton Candy International (CCI), the regional master partner for brand owner WHP Global, plans to open 60 megastores exceeding 500 square meters across six target countries over the next five years, with El Salvador identified as a primary market. These regional hubs will feature dual branding of Toys “R” Us and Babies “R” Us, utilizing the Colón Free Zone in Panama for logistics. Some locations are expected to offer enhanced experiences, including candy shops, cafés, and “Creator Studios” for influencers and brands to produce content. This expansion marks a significant turnaround for the retailer following its 2017 bankruptcy. Since WHP Global acquired a controlling stake in 2021, the brand has leveraged these diverse retail formats as the U.S. toy industry shows signs of rebounding, with sales projected at approximately $30.3 billion in 2025.

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