Toys R Us to Open 120 Stores in the US Ahead of Christmas

WHP Global and Go! Retail Group plan to open around 120 Toys R Us stores across the United States in the lead-up to Christmas.

Most locations will operate on leases of 12 months or less, featuring footprints substantially smaller than the brand’s historic warehouse stores.

Seasonal foot traffic drives the rollout rather than permanent anchor tenancies, with Go! Retail Group managing store operations and buildouts.

Smaller footprints and short leases

The strategy departs sharply from the sprawling suburban stores that defined the brand before its 2017 collapse. Short leases limit downside exposure if footfall drops in early 2027.

Landlords gain temporary tenants for vacant mall space during peak trading months. Short-term agreements restrict investments in custom fixtures, so stores must generate fast sales to cover fit-out costs.

The shift toward adult collectors

New store assortments target adult buyers alongside children. Data from Circana shows overall toy sales climbed 17 percent in the first half of 2026. Adult purchases for personal use rose 25 percent.

Key drivers include building sets, trading cards, and licensed character collectibles. Older consumers bring larger discretionary budgets than traditional child-focused shoppers.

Adults are increasingly buying toys, collectibles, and trading cards for themselves, and fandom has become an important part of the category.

Adult buyers now represent a core retail pillar rather than a secondary demographic, said Jamie Uitdenhowen, executive vice president at WHP Global.

Rebuilding after liquidation

Toys R Us filed for Chapter 11 bankruptcy nine years ago, which led to the closure and liquidation of over 800 North American stores.

WHP Global acquired a controlling interest in parent company Tru Kids Inc. In 2021 to manage global licensing, retail partnerships, and digital extensions. Earlier revival attempts included airport shops and department store concessions.

The test for temporary real estate

Running more than 100 temporary stores simultaneously tests supply chains and staffing during the busiest quarter on the retail calendar. Inventory planning must balance collector goods with mass-market holiday toys across dozens of regional sites.

Openings will run through November 2026. Holiday performance across the 120 locations will determine how many convert into multi-year leases in 2027.