• by Sarah Mahoney , September 21, 2026

Toys "R" Us wants to make a big impression with shoppers this holiday season, announcing a major U.S. retail expansion. The company is opening 120 standalone stores in time for Santa to do some shopping.

Owned by WHP Global, the company currently has 40 standalone stores as well as shops within Macy’s stores around the country. It also has a presence in airports, including a just-opened location in Orlando with another planned for next year, and Navy Exchange stores on military bases.

The expansion is in partnership with Go! Retail Group, an Austin, Texas-based retailer that specializes in pop-up stores and mall kiosks.

In an email to Marketing Daily, Alex Winkelman, Go!’s executive vice president of business development, did not confirm how many of the new stores will be permanent. “The stores will be open through the holidays and many well into 2027,” she said.

The new stores will stock toys, collectibles and gifts, featuring such brands as Lego, Barbie, Hot Wheels, Pokémon and KPop Demon Hunters.

Some locations will also include experiential components, including Creator Studios, dedicated spaces for influencers, creators and toy brands to create content and host toy reveals and launches. Some stores will also have candy shops and cafés.

"This is a major moment for Toys 'R' Us as we significantly expand our presence," said Jamie Uitdenhowen, executive vice president of Toys "R" Us at WHP Global, in the release. "Toys 'R' Us has always been a place for discovery, and we're building on that legacy by bringing customers the hottest toys, biggest trends and experiences that make the brand unlike any other."

The retailer’s announcement comes as one industry expert predicts a strong-but-different toy season ahead. Circana reports that the U.S. toy industry delivered its strongest first-half performance in six years, with dollar sales increasing by 17% from January through June 2026, compared to the same period in the prior years. Unit sales grew 12%, with trading cards, collectibles, licensed products, and fandom-driven play leading the gains.

But as consumers struggle with affordability pressures, tariffs, and inflation, retailers should expect fewer spur-of-the-moment gift purchases. Circana says 95% of gift purchases involve advance consideration, with only 5% occuring as pure impulse purchases.

“The toy industry heads into the holiday season with strong momentum," writes Kristen McLean, a Circana vice president, in the report. "The industry's ability to maintain relevance through licensing, fandom, collectability, and community-driven engagement has positioned it well for continued growth, but pricing and affordability will remain important watchpoints as we move through the balance of the year."