Toys ‘R’ Us is mounting a comeback in the United States, expanding its presence with new stores and pop-up locations, which one expert said could mark the beginning of an American revival for the once-ubiquitous brand.
This week, the retailer announced that it will be growing its footprint with 10 new flagship stores as well as 20 “seasonal holiday shops” by the end of the year. As well as the physical expansion, Toys ‘R’ Us said it will ramp up holiday-season marketing with “engaging social content and brand activations, both in-store and digital, designed to connect with consumers and help them find the perfect gift.”
“It’s exciting to see a beloved legacy brand like Toys ‘R’ Us making a comeback in the U.S. and around the globe,” Greg Ahearn, president and CEO of The Toy Association, said. “Generations of families and kids have fond memories of the brand, so this return is a great boost for the toy industry.”
Newsweek has contacted Toys ‘R’ Us via email for comment.
Why It Matters
Once a dominant force in the U.S. toy industry, the company filed for bankruptcy in 2017, triggering an aggressive restructuring and store-liquidation process that effectively wiped out its nationwide big-box presence.
Early revival attempts were largely unsuccessful, but under new management the company has reemerged through hundreds of “shop-in-shops” and specialty stores. Toys ‘R’ Us believes the latest expansion can restore it to a leading position in the American toy space.
What To Know
Toys ‘R’ Us already operates stores in Chicago and Texas as well as several malls and airports and has dedicated spaces in Macy’s locations nationwide.
While Toys ‘R’ Us did not specify the locations of the new stores planned by the end of this year, financial news website TheStreet tracked a number of upcoming openings that have already been announced.
“Incredibly, years after its pullback on retail real estate, Toys ‘R’ Us is benefitting from an upswing in interest in the brand, and collectible items such as toys, action figures and plush dolls that are helping remind audiences of happier times, and in many cases providing a quick one-way trip back to the days of their youth,” toy industry analyst and consultant Scott Steinberg said.
“There’s still plenty of runway for the iconic retail brand,” he told Newsweek. “It just needs to make sure growth is careful and measured, and that it doesn’t overextend itself as it might have in the past.”
In addition to the 30 new locations, Toys ‘R’ Us is also planning on opening six new stores on U.S. Navy and military bases through its partnership with the Navy Exchange Service Command (NEXCOM).
What People Are Saying
Kimberly Miller, global chief marketing officer at Toys ‘R’ Us, said in a statement: “As we head into the most magical time of the year, Toys ‘R’ Us is reaching more kids and families that ever before. 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 October 17th—and of course the main event in December—Toys ‘R’ Us is creating joy and excitement for kids of all ages everywhere.”
Toy and game consultant and industry analyst Scott Steinberg told Newsweek: “Toys ‘R’ Us remains one of the world’s most iconic retail brands, and one that continues to enjoy both strong nostalgic resonance with Gen X and Boomers and throwback appeal to young folks like Millennials and Gen Z audiences.”
He added: “Despite ongoing tariffs, economic uncertainty and supply chain concerns, there’s ample room for a range of well-targeted and smartly-managed retail locations to make an impact throughout the holiday season and beyond, especially given recent resurgences in interest among adult audiences for toy, pop culture and entertainment offerings.”
Greg Ahearn, president and CEO of The Toy Association, told Newsweek: “The toy industry is certainly impacted by tariffs, but Toys ‘R’ Us has already proven it can adapt—especially through its partnership with Macy’s, both in physical stores and online. That suggests they’ve already built a model that factors in today’s supply chain and trade realities. This is a new chapter for Toys ‘R’ Us, and if they continue to evolve with the times while keeping the joy alive, there’s real potential.”
What Happens Next?
Globally, the retailer said it would continue to build its presence in major markets such as the United Kingdom, Mexico, South Africa, Asia, and South Korea, while attempting to break ground in new regions like Chile, Peru, Venezuela, Ecuador, Morocco, and Lebanon.