• by Sarah Mahoney , 93 minutes ago

The comeback continues: Toys R Us is rolling out its biggest expansion since its rebirth, adding 10 new stores and 20 holiday pop-ups as it braces for a tariff-tangled holiday season.

The company, now owned by brand management giant WHP Global, says this is its biggest growth year yet in this latest incarnation, partnering with Go Retail Group.

The retailer already has stores in two of the country’s largest malls: The American Dream in New Jersey and Mall of America in Minnesota, as well as locations in Chicago and Texas.

With two bankruptcies under its belt (2018 and then 2021), the brand has shuttered hundreds of stores along the way. Since being resurrected by WHP Global in 2022, it has relied heavily on retail partnerships rather than standalone stores.

It now has a shop within every Macy’s, as well as the Dallas Fort Worth Airport, and six new stores slated to open on military bases. Through global partnerships, the brand is now sold through 1,500 stores and ecommerce businesses in 35 countries. Worldwide revenues are $2 billion a year.

"As we head into the most magical time of the year, Toys R Us is reaching more kids and families than ever before," said Kimberly Miller, global CMO, in the press release. "From new store openings with our global partners, to the launch of our second Global Holiday Play Day serving as the runway to the season, to Geoffrey's Birthday celebrated worldwide on Oct. 17 — and of course the main event in December— Toys R Us is creating joy and excitement for kids of all ages everywhere."

But the season could well be a rocky one, as parents confront higher costs and face more economic pressures from tariffs. About 80% of toys sold in the U.S. are made in Asia, and a new report from Numerator finds that 59% of low-income shoppers (those earning $40,000 a year or less) say they are “Very concerned” about toy prices, whlle 41% of the overall sample say they intend to spend less on toys than they did last year.