Decades after its dramatic bankruptcy, Toys ‘R’ Us is staging a major comeback. The beloved toy retailer announced plans to open 120 new standalone stores across the United States this holiday season, marking one of the most significant expansions in the brand’s modern revival. Working alongside retail partner Go! Retail Group—WHP Global’s collaborator since its founding three years ago—the company now operates roughly 40 standalone locations nationwide, with additional presence inside select Macy’s departments.
The announcement signals a decisive push to reclaim shelf space and cultural relevance for the chain that defined childhood shopping trips for generations of American families. Rather than simply reopening old stores, WHP Global is reimagining what a Toys ‘R’ Us can be in the modern retail landscape, blending nostalgic appeal with contemporary entertainment experiences.
A Brand Reborn Through Strategic Partnerships
Toys ‘R’ Us’s return to prominence rests on a partnership model that has reshaped its footprint. WHP Global acquired the brand and partnered with Go! Retail Group three years ago to resurrect the company from bankruptcy, rebuilding it into an active retail operation rather than leaving it as a dormant name.
“This is a major moment for Toys ‘R’ Us as we significantly expand our presence across the United States. Together with our incredible partners, we are growing Toys’ R’ Us in unique ways to meet customers wherever they are, whether that’s at a standalone store in their hometown, inside Macy’s, at the airport or at a Navy Exchange.”
Jamie Uitdenhowen, Executive Vice President of WHP Global
The multi-channel approach reflects how modern shoppers discover and purchase toys. Beyond traditional storefronts, Toys ‘R’ Us products now reach customers through Macy’s departments, airport locations, and Navy Exchange outlets, ensuring the brand stays visible in the everyday lives of families across the country.
Bridging Nostalgia With a Modern Experience
For those who grew up in the 1980s and beyond, Toys ‘R’ Us evokes vivid memories: seemingly endless aisles of merchandise, and especially the video game section, where box art lined the walls and tickets below each display could be redeemed at a special counter for games pulled from a locked back-room inventory. That tactile sense of discovery is precisely what WHP Global hopes to preserve while updating the format.
“This holiday season represents an extraordinary expansion for Toys ‘R’ Us in the US, and we couldn’t be more excited to bring the magic of Toys’R’Us to so many communities across the country. There’s something special about walking into a Toys’R’Us store, especially during the holidays — the excitement of discovering the hottest toys, seeing favorite brands and characters come to life, and finding that perfect gift.”
Gideon Schlessinger, CEO of Go! Retail Group
The company is also introducing new in-store experiences designed for a content-driven era. Select locations will feature Creator Studios—dedicated spaces where influencers, creators, and toy brands can produce content, unveil products, and host reveals, launches, and special events. Additional stores will include candy shops and cafés, encouraging visitors to linger, explore, and spend more time within the store.
Looking Ahead
The 120 new standalone stores are slated to open ahead of this year’s holiday shopping season, positioning Toys ‘R’ Us to compete directly for the critical end-of-year retail window. The expansion builds on a foundation that now includes roughly 40 existing standalone locations plus placements inside Macy’s and other partner venues nationwide.
As WHP Global and Go! Retail Group continue scaling the brand, attention will focus on which cities receive new stores and how many of them adopt the Creator Studios and café concepts. For a generation that once traded tickets for video games behind a locked counter, Toys ‘R’ Us’s return offers both familiar nostalgia and a modernized vision of what toy shopping can be.
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