The US rollout with Go! Retail Group will bring Toys”R”Us to more communities while adding new in-store formats and travel-retail locations.
Toys”R”Us is expanding its US retail network with 120 standalone stores planned across the country during the holiday season, in partnership with Go! Retail Group. The rollout would bring the brand’s standalone total to 160, alongside Toys”R”Us shops inside Macy’s stores. It represents a significant widening of the retailer’s physical presence as it seeks to create more locations where families, gift-givers and collectors can browse its assortment.
The new stores are intended to extend Toys”R”Us beyond its existing standalone footprint and into a broader range of local retail settings. The company said the locations will carry toys, collectibles and gifts from brands including LEGO, Barbie, Hot Wheels and Pokémon, as well as products connected with KPop Demon Hunters and other popular entertainment properties. The assortment is positioned around discovery, seasonal gifting and play rather than a single product category.
Selected locations will add experiences designed to combine retail with entertainment and content creation. These include Creator Studios, where influencers, creators and toy brands can produce content, introduce products and host toy reveals or special events. Some stores will also include candy shops and cafés, giving the locations additional food, leisure and social elements beyond conventional toy retail.
The expansion also extends to travel retail. Toys”R”Us is adding airport shop-in-shops at Orlando International Airport with WHSmith North America; one location opened in August, while a second is scheduled for summer 2027. The airport sites sit alongside Toys”R”Us shops operated through Macy’s and the Navy Exchange Service Command, reflecting a distribution strategy that places the brand in shopping, travel and community environments.
For Go! Retail Group, the partnership adds a large-scale US rollout to a business that operates pop-up stores, year-round retail locations, e-commerce and wholesale activities. For Toys”R”Us, the planned store count and accompanying formats point to a broader interpretation of the toy shop as a destination for products, experiences and seasonal discovery. The strategy keeps physical retail at the centre of the brand’s US growth while using different locations to reach customers in everyday and travel settings.
