Toys R Us Is Making a Comeback

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Toys R Us is expanding its return to stores, planning to open ten new locations and twenty temporary holiday shops by the end of 2025. This marks a faster pace for the company’s comeback to physical retail.

Toys R Us faced financial difficulties and filed for bankruptcy in September 2017, just five months after celebrating its 69th year in business. The brand was then acquired by WHP Global in 2021, which is now working with Go! Retail Group to open new, large-format stores across the U.S. You can now find Toys R Us in major locations like the Mall of America and American Dream, as well as smaller stores within every Macy’s department store, and even at the Dallas-Fort Worth International Airport.

Toys R Us Announces 10 New Flagship Stores, 20 Holiday Shops

Toys R Us is making a big comeback! The company just announced it will open 10 large, permanent stores and 20 temporary holiday shops. These seasonal pop-up shops will only be open for the holidays. Both types of stores are expected to open in the next few weeks. So far, seven of the permanent locations have been confirmed: three in California (Emeryville, Camarillo, and Long Beach), and one each in Thornton, Colorado; Hanover, Maryland; Omaha, Nebraska; and West Des Moines, Iowa.

Toys R Us is making a comeback in the United States, and recently announced seven new store locations, with more on the way. Most of these stores will be found inside shopping malls and outlet centers. This expansion started with a large, 13,000-square-foot store opening in Aurora, Illinois, on September 20th – their second location in the Chicago area, following the store in Norridge. Like many flagship stores, this location features both a Toys R Us and a Babies R Us section, plus an arcade, highlighting the brand’s focus on families.

Toys R Us went bankrupt after struggling with falling sales, increasing debt, and strong competition from online retailers. The company tried to update its business, but when those efforts didn’t work, its large debt – over $5 billion from a 2005 buyout – became too much to handle. This ultimately led to the company’s failure and the closure of hundreds of stores.

New Toys R Us Locations

  • Emeryville, California
  • Camarillo, California
  • Long Beach, California
  • Thornton, Colorado
  • Hanover, Maryland
  • Omaha, Nebraska
  • West Des Moines, Iowa
  • Aurora, Illinois

Learning from past challenges, the brand is now prioritizing affordability and careful growth. The recent announcement of holiday pop-up shops perfectly illustrates this approach – they allow the brand to capitalize on the busy holiday shopping season without the ongoing expenses of permanent locations.

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2025-09-23 14:04