Toys R Us to Open 120 Stores in the US Ahead of Christmas
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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.
Questions & Answers
Q.What is the primary reason for opening a large number of new Toys R Us stores?
What is the primary reason for opening a large number of new Toys R Us stores?
The strategy is driven by seasonal foot traffic in the lead-up to Christmas, aiming to capitalise on peak trading months. This approach focuses on temporary sales rather than securing permanent anchor tenancies for the locations.
Q.How do these new Toys R Us stores differ from their previous large outlets?
How do these new Toys R Us stores differ from their previous large outlets?
The new stores will feature substantially smaller footprints and operate on short leases, typically 12 months or less. This contrasts sharply with the sprawling suburban warehouse stores that defined the brand before its 2017 collapse.
Q.Which customer demographic are the new stores particularly targeting?
Which customer demographic are the new stores particularly targeting?
The new store assortments are specifically targeting adult buyers alongside children. Data indicates a significant increase in adult toy purchases for personal use, including building sets and collectibles, as older consumers have larger discretionary budgets.
Q.What will determine if these temporary stores become permanent locations in the future?
What will determine if these temporary stores become permanent locations in the future?
The holiday performance of the 120 new locations will be key to deciding their future. Their success during the Christmas trading period will determine how many convert into multi-year leases in 2027.
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