Toys “R” Us plans to open 120 standalone U.S. stores this holiday season, raising its total from 40 to 160. The expansion includes a planned location at The Mall at Short Hills in New Jersey; no opening date has been disclosed.
The new stores will carry toys from brands including LEGO, Barbie, Hot Wheels, Pokémon and KPop Demon Hunters. Select locations will have Creator Studios for influencers and toy brands to make content and hold product launches; some will also feature candy shops and cafés.
Toys “R” Us is also expanding into travel retail with shop-in-shops at Orlando International Airport through WHSmith North America. The first opened in August, and a second is scheduled for summer 2027. The company also has shop-in-shops in Macy’s stores and with Navy Exchange Service Command.
