Toys“R”Us Plans 120 New Standalone U.S. Stores With Pokémon, Hot Wheels and Other Collectibles

Toys“R”Us is making a much bigger return to brick-and-mortar retail in the United States, and collectors will be part of the audience the company is trying to reach. The retailer announced Thursday that it will open 120 new standalone Toys“R”Us stores across the country during the 2026 holiday season through a partnership with Go! Retail Group. Once the rollout is complete, Toys“R”Us expects to have 160 standalone U.S. stores open for the holidays.

The stores will not be focused only on traditional children’s toys. Toys“R”Us specifically says the new locations will carry collectibles and sought-after products from major brands and entertainment properties, with LEGO, Barbie, Hot Wheels, Pokémon and KPop Demon Hunters among the names highlighted for the holiday assortment. That could make the expansion particularly interesting for collectors accustomed to searching multiple retailers for new trading cards, die-cast vehicles, figures and other releases.

Toys“R”Us describes the new stores as destinations for kids, gift buyers, collectors and fans of all ages, with assortments built around major brands, emerging trends and new product releases. Some of the stores will go beyond simply putting new merchandise on shelves. Select locations are planned to include Creator Studios, dedicated spaces where influencers, toy companies and other creators can produce content, reveal new products and host launches and special events. Toys“R”Us says some locations will also add candy shops and cafés.

Those product-reveal and launch spaces may end up being one of the more interesting parts of the expansion. Toy companies increasingly build excitement around new figures, trading card products, limited releases and collaborations, and Toys“R”Us appears to be positioning some of its stores as places where those announcements and launches can happen in person. The company has not announced which locations will receive Creator Studios or which brands will participate in specific events.

The 120-store expansion represents a substantial increase from the 40 standalone Toys“R”Us stores currently operating in the United States. The brand also maintains Toys“R”Us shops inside Macy’s stores nationwide.

“This is a major moment for Toys”R”Us as we significantly expand our presence across the United States,” said Jamie Uitdenhowen, Executive Vice President of Toys”R”Us at WHP Global. “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. Toys”R”Us has always been a place for discovery, and we’re building on that legacy by bringing customers the hottest toys, biggest trends and experiences that make the brand unlike any other.”

The retailer is expanding in airports as well. Toys“R”Us plans two shop-in-shop locations at Orlando International Airport through a partnership with WHSmith North America. The first opened in August, with another scheduled for summer 2027. Toys“R”Us also operates through the Navy Exchange Service Command.

The standalone stores, however, could have the most direct impact on toy collectors. Having 160 dedicated Toys“R”Us locations creates considerably more physical shelf space for categories such as Hot Wheels, Pokémon, LEGO and Barbie. It could also give manufacturers another national retail venue for new launches, promotional merchandise and products tied to major movies and entertainment franchises.

The expansion also continues a broader rebuilding of the Toys“R”Us retail presence in the United States after the disappearance of its former nationwide standalone store network. Toys“R”Us says the brand now operates through more than 1,680 stores and e-commerce businesses across 37 countries worldwide, generating more than $2 billion in annual retail sales. Locations for the new U.S. stores are being added through the Toys“R”Us store locator as the holiday rollout moves forward.