Toys R Us is continuing its revival with plans to open ten new flagship stores and twenty seasonal holiday shops by the end of 2025, significantly enhancing its retail presence. This proactive move speaks to the company’s strategy to reintegrate into the brick-and-mortar retail market.

Toys R Us Logo

Toys R Us had filed for bankruptcy in September 2017, shortly after its 69th anniversary. Following liquidation proceedings, brand management firm WHP Global acquired the brand in 2021. Currently, WHP Global is partnering with Go! Retail Group to manage new flagship stores in the U.S. Notable locations include large stores in Mall of America, American Dream, and outlets inside Macy’s, as well as establishments at Dallas-Fort Worth International Airport.

Toys R Us Announces 10 New Flagship Stores and 20 Holiday Shops

With this ambitious plan, the retailer is set to establish ten Toys R Us flagship stores and twenty seasonal holiday shops. The pop-up stores will operate just for the upcoming holiday season, while the flagship locations are projected to launch imminently. Currently, seven confirmed flagship sites include three in California (Emeryville, Camarillo, Long Beach), along with locations in Thornton (Colorado), Hanover (Maryland), Omaha (Nebraska), and West Des Moines (Iowa).

New Toys R Us Storefront

The company recently opened a 13,000-square-foot flagship store in Aurora, Illinois on September 20, marking its return to the Chicago area. This store features family-oriented sections such as Babies R Us and arcade areas.

In total, Toys R Us has confirmed seven new locations with more to come. These stores are mostly located in malls and outlet centers as part of a strategic expansion plan aimed at generating revenue during the holiday season while keeping inefficient overhead costs low.