Toys ‘R’ Us is expanding its standalone US store network by 120 outlets in the upcoming months, in partnership with Go! Retail Group.
The rollout will take the toys retailer’s total standalone US store count to 160.
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It currently operates 40 standalone outlets in the country, in addition to Toys ‘R’ Us shops housed within Macy’s stores nationwide.
The new outlets will carry toys, collectables, and gifts from brands such as Lego, Barbie, Hot Wheels, and Pokémon, along with merchandise linked to the film Kpop Demon Hunters.
Several locations will feature “Creator Studios”, areas designed for influencers and toy brands to create content, stage product launches, and run events. Certain stores will also house candy shops and cafés.
The company is also growing its footprint in US travel retail.
Working with WHSmith North America, it will introduce airport shop-in-shops at Orlando International Airport in Florida, with the first outlet having launched in August and a second due in mid-2027.
Toys ‘R’ Us noted that its US operations further include shop-in-shops with the Navy Exchange Service Command (NEXCOM), alongside its Macy’s and standalone locations.
Worldwide, the brand reports annual retail sales exceeding $2bn, drawn from more than 1,680 stores and e-commerce operations spread across 37 countries.
Toys ‘R’ Us is owned by WHP Global, a brand management company whose portfolio spans 16-plus consumer brands generating over $9.5bn in retail sales.
Founded in 1993, Go! Retail Group, a family-owned business headquartered in Austin, Texas, holds a portfolio of brands that includes Babies ‘R’ Us, Calendars.com, Go! Toys & Games, Snoozimals and Toys ‘R’ Us.
WHP Global Toys ‘R’ Us executive vice-president Jamie Uitdenhowen said: “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.”
Earlier this year, WHP Global joined apparel company G-III in agreeing to acquire fashion label Marc Jacobs from LVMH, the owner of Louis Vuitton and Christian Dior, in a deal valued at $850m. Each buyer is to contribute $425m for an equal stake in the brand.
