Toys”R”Us to Open 120 More Standalone Stores This Holiday Season

# What's happening Toys"R"Us will open 120 new standalone stores across the United States this holiday season. The company made the announcement through its owner WHP Global and named Go! Retail Group as the partner for this rollout.

# Where this fits in the brand's comeback Toys"R"Us already operates 40 standalone U.S. stores and runs Toys"R"Us shop-in-shop locations inside Macy's. It also appears in non-traditional venues such as airports and military exchanges. The new openings will bring the brand's count of freestanding stores and shops to a larger national footprint for the holiday shopping period.

# What the new stores will offer

# Strategic objectives described by leadership Jamie Uitdenhowen, executive vice president of Toys"R"Us at WHP Global, said the expansion is about growing "in unique ways to meet customers wherever they are," citing standalone hometown stores, Macy's shop-in-shops, airports and Navy Exchanges as complementary channels. The announcement positions the retailer to offer both physical discovery experiences and spaces tailored to content creation and events.

# Partnership role and retail format mix Go! Retail Group is the named partner for the 120-store expansion. The plan reinforces a multi-format retail strategy: freestanding stores, shop-in-shops inside a department store partner, travel retail locations and military exchanges. The mix aims to broaden consumer access during the holiday season while creating venues for product debuts and creator-driven content.

# What to expect during the holiday season Shoppers can expect more local Toys"R"Us locations to open in time for holiday shopping, with experiential elements—Creator Studios, cafés and candy shops—featured at select addresses. The stores will carry current, in-demand brands and provide spaces for launches and events, which could attract families and creator-driven audiences.

# Bottom line This expansion accelerates Toys"R"Us' U.S. physical retail growth under WHP Global and Go! Retail Group. By increasing the number of standalone stores and complementing them with shop-in-shops and travel retail sites, the company aims to broaden reach and introduce in-store experiences designed for both shopping and content creation.