Toys"R"Us said on Sept. 17, 2026, that it will open 120 new standalone stores across the United States this holiday season, a rapid expansion that will lift its standalone count to 160.
The move gives the brand a larger national footprint at the moment families are already planning holiday shopping, and it comes as Toys"R"Us continues to run shops inside Macy's stores nationwide. The company is also leaning into newer formats, including Creator Studios in select locations and candy shops and cafés in some stores, while adding airport shop-in-shops at Orlando International Airport with WHSmith North America.
Jamie Uitdenhowen said the company is significantly expanding its presence across the United States. He said Toys"R"Us is growing in ways meant to meet customers wherever they are, whether in a hometown standalone store, inside Macy's, at the airport or at a Navy Exchange. That reach matters because the new openings are not replacing one channel with another; they are stacking on top of a footprint that already includes 40 standalone stores and a wider shop-in-shop presence.
The size of the rollout is what makes the announcement stand out. Toys"R"Us says the 120 new stores will open across the country, but it does not spell out where all of them will be, leaving the scale clear and the map incomplete. The airport push is also still in motion: the first Orlando International Airport location opened in August, and a second was due later, though the timing was not fully provided.
Gideon Schlessinger said the holiday season expansion will bring the Toys"R"Us experience to millions of customers. With 160 standalone stores set to be open by the holiday season, the company is betting that a bigger physical presence, not just online reach, will carry the brand through the year-end rush and give shoppers more places to look for the toys, brands and gifts tied to the season.
