Toys R Us Announces Massive 120-Store Expansion Following Retail Comeback

Toys R Us plans to open 120 new stores by 2026, quadrupling its U.S. footprint as the toy industry sees a resurgence in consumer spending and demand.

Editorial Desk

September 22, 2026 2 Min Read

POLICY WIRE — New York, USA — Toys R Us is staging a significant retail comeback, announcing plans to launch 120 new standalone locations by the conclusion of 2026. This ambitious growth strategy aims to revitalize the iconic brand following its 2017 bankruptcy filing.

Executive Vice President Jamie Uitdenh described the move as a major moment for Toys R Us as the company works to significantly expand its presence across the United States. The initiative will effectively quadruple the brand’s current U.S. footprint of 40 stores.

The retailer’s path to recovery began in March 2021 when brand management firm WHP Global acquired a controlling stake. Since that time, the company has utilized a mix of standalone shops and kiosks within airports and department stores to regain market share.

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While the company has not yet disclosed specific locations for the new stores, the broader U.S. toy market is showing signs of renewed strength. According to The Toy Association, industry sales reached $30.3 billion in 2025, recovering from a dip below $30 billion in the two preceding years.

Market research from Circana indicates that consumers are prioritizing mid-tier and premium brands despite ongoing financial pressures from the cost of living and gas prices. Through April, sales climbed 13 percent, with building sets and games seeing notable year-on-year growth.

Social media trends are also fueling specific segments, with squishy toys experiencing triple-digit sales growth early this year. Industry experts anticipate a record-breaking holiday season, with Bain & Company projecting retail sales to exceed $1 trillion for the first time.

Reporting by Policy-Wire (PW)

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