Toys R Us Launches 120-Store Expansion for 2026 Holiday Season

Toys R Us plans to open 120 new stores by 2026, marking a major comeback after bankruptcy in 2017. Retail resurgence and toy market trends explored.

Editorial Desk

September 22, 2026 One Min Read

POLICY WIRE — New York, United States — Toys R Us is set to make a dramatic return this holiday season with the opening of 120 standalone stores across the U.S. by the end of 2026, according to company officials.

The iconic retailer, once a staple for 80s and 90s childhoods, will quadruple its current footprint of 40 locations. This marks a significant recovery from its 2017 bankruptcy, which stemmed from struggles to adapt to shifting consumer preferences and technological advancements.

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Since acquiring a majority stake in the brand in March 2021, WHP Global has been steadily reintroducing Toys R Us through new stores and kiosks in airports and department stores. Industry data shows a fluctuating but ultimately recovering toy market, with sales rebounding to $30.3 billion in 2025 after a dip in previous years. Despite economic challenges, consumers are focusing on mid-tier and premium toys, fueling growth in categories like games, puzzles, and building sets.

Reporting by Policy-Wire (PW)

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