There was a time when a trip to Toys “R” Us could make your entire weekend.
You walked in with one toy in mind and immediately discovered 47 other things you desperately needed. Action figures. Bikes. Video games. An entire aisle of possibilities—and a parent reminding you that money didn’t grow on trees.
Now, more kids might get their own version of that experience.
Toys “R” Us plans to open 120 new standalone U.S. stores for the 2026 holiday season, expanding through its partnership with Go! Retail Group. The rollout includes seasonal locations, so shoppers shouldn’t assume every new store will be permanent—or resemble the enormous stores they remember.
The planned assortment includes familiar names like LEGO, Barbie, Hot Wheels and Pokémon. Select locations will also feature spaces for events and product launches.
But the reason this story hits goes beyond what’s on the shelves.
A dedicated toy store made browsing feel like an event. You could discover something you hadn’t searched for, study the back of an action-figure package, or spend an unreasonable amount of time deciding which toy deserved your birthday money.
Online shopping is convenient. It’s harder to recreate that particular kind of Saturday afternoon.
Whether this comeback can build lasting loyalty remains to be seen. A familiar sign gets people through the door; the experience has to give them a reason to return.
Still, seeing Geoffrey again might convince a few grown adults to make a quick stop.
For the kids, obviously.
We’ll explain the bag of action figures later.
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