STOCKS | Toys "R" Us to Add 120 U.S. Stores in Holiday 2026

Toys "R" Us announced a partnership with retail operator Go! Retail Group to open 120 standalone U.S. stores during the 2026 holiday shopping season. According to Sina Finance, the expansion would lift its U.S. standalone store count from about 40 now to 160, marking its largest brick-and-mortar expansion since it liquidated its U.S. business in 2018. The new stores will be spread across multiple U.S. markets and operated with Go! Retail Group. The 120 additional locations do not include Toys "R" Us shop-in-shops inside Macy's, meaning the company's actual U.S. sales touchpoints will exceed 160. Some of the new stores will feature Creator Studios for content creators and toy brands to film content, launch new products, and hold offline events. Others will include candy shops or cafes. U.S. toy market sales rose about 17% year over year in early 2026, with collectible cards, licensed merchandise, and toys aimed at adult consumers among the fastest-growing categories. Toys "R" Us filed for Chapter 11 bankruptcy protection in 2017 and liquidated its U.S. business in 2018, closing its original stores.