It’s official: Toys ‘R’ Us is back and ready to sprinkle holiday magic with more than 30 new stores opening across the U.S. just in time for Christmas. After years in the retail wilderness, this beloved brand that shaped the childhoods of millions is making a bold and joyful return to the toy aisle—and it couldn’t come at a better moment.
For many, Toys ‘R’ Us isn’t just a store; it’s a nostalgic symbol of wonder and delight. Now, this iconic brand is set to reignite that feeling for a whole new generation and those who remember the excitement of its heyday.
A beloved childhood icon makes a grand return
For decades, Toys ‘R’ Us was the go-to destination for families scouting the latest and greatest toys. Kids eagerly grabbed their parents’ hands, dreaming of shelves lined with Barbie dolls, LEGO sets, Hot Wheels cars, and more. Yet, the rapid rise of online shopping alongside retail giants like Target and Walmart slowly chipped away at the chain’s dominance.
By 2017, after filing for bankruptcy and closing more than 700 stores, many feared the end of Toys ‘R’ Us for good. But now, the brand is staging one of the most anticipated retail comebacks in recent history, focused on rekindling the joy of in-person toy shopping.
Jamie Uitdenhowen, Executive Vice President of Toys ‘R’ Us, captured this vision perfectly when she said the new chapter “*brings the magic of Toys ‘R’ Us to even more communities across the country—just in time for the holidays—and delivers the joyful shopping experience that has made us a trusted destination for generations.*”
More than 30 stores lighting up the holiday season
The expansion plan is ambitious: over 30 new Toys ‘R’ Us stores will operate nationwide, offering a festive, hands-on shopping experience this Christmas season. Already, 10 stores are open, including a prominent flagship location at the Chicago Premium Outlets in Aurora, Illinois.
These stores are not just about selling toys—they are designed to be destinations filled with wonder and discovery, where parents and kids alike can browse classic favorites and the latest must-have toys.
In addition to these permanent locations, Toys ‘R’ Us will open eight more flagship stores in key cities, ensuring a broad and accessible footprint across the U.S.
Holiday pop-up stores create excitement everywhere
To extend the reach even further, Toys ‘R’ Us is introducing Temporary Holiday Shops. These seasonal pop-ups will appear in multiple malls across various states, making it easier than ever for shoppers to get into the holiday spirit with a Toys ‘R’ Us experience.
These pop-ups are strategically placed in busy malls to capture the festive foot traffic, giving families a bite-sized dose of nostalgia and the chance to shop for beloved toys without traveling far.
The magic of classic toys returns
At the heart of this revival is a thoughtful focus on classic, beloved toy brands. Shoppers will find shelves stocked with Barbie, Hot Wheels, LEGO, NERF, Paw Patrol, and more—names that instantly spark childhood memories and continue to capture kids’ imaginations today.
The company encourages families to “*rediscover what it means to be a Toys ‘R’ Us kid*,” a beautifully crafted motto that reconnects longtime fans with the brand’s heartfelt legacy.
This strategy doesn’t just bank on nostalgia; it highlights the timeless appeal of quality toys in an age where screen time often dominates playtime.
The Macy’s alliance strengthens the comeback
A critical piece of this resurgence is the innovative partnership between Toys ‘R’ Us and Macy’s. Thanks to this collaboration, Macy’s stores across the country now feature dedicated Toys ‘R’ Us sections—blending the two names many families trust.
This alliance has been met with enthusiasm. Early customer reactions compare the experience favorably, with some saying, “*Toys ‘R’ Us in Macy’s is better than Target*.” This shows that the brand is doing more than just reopening stores—it’s delivering a better and more memorable shopping experience.
Understanding the challenges and the future
To grasp the full significance of this comeback, it helps to understand the hurdles Toys ‘R’ Us once faced. Leading the toy market in the 1980s and 1990s, the chain was a giant during the heyday of big-box retail.
But increased competition from low-cost titans like Walmart and Target, combined with the rise of e-commerce, made survival difficult. Lower prices driven by better distribution networks stung Toys ‘R’ Us’s market share.
A 2019 New York Times report detailed how these challenges culminated in bankruptcy filings in 1998 and later the final shutdown in 2017. The closure was mourned by many who saw it as the end of an era for toy shopping.
Now, amid evolving consumer behaviors, Toys ‘R’ Us is betting on blending nostalgic magic with modern retail strategies—brick-and-mortar stores, online presence, flagship experiences, and partnerships—to claim its share in the toy market once again.
This suggests a lesson in resilience and reinvention, modeled on understanding consumer desires for tactile, joyful shopping that online platforms can’t fully replicate.
What this comeback means for families and toy lovers
For families, this is more than just convenience—it’s a chance to experience holiday shopping as a meaningful tradition. Toys ‘R’ Us hopes to revive the excitement children once felt wandering aisles filled with wonder and endless possibilities.
Toy experts note that in-person shopping plays a crucial role in child development, offering tactile engagement and opportunities for family bonding that cannot be duplicated online. Dr. Lisa Nguyen, a child development specialist, explains, “*Experiential shopping stimulates creativity and social interaction, particularly important during formative years.*” This makes Toys ‘R’ Us’s return both timely and beneficial.
Will this nostalgia-driven, experience-focused approach pay off? Early signs indicate the brand’s commitment to quality, community, and storytelling is resonating. With the holiday season approaching, all eyes will be on Toys ‘R’ Us to see if it can truly reclaim its spot as America’s beloved toy store.
Are you excited about this joyful return? Have memories of Toys ‘R’ Us shaped your holiday traditions? Share your thoughts and stories below—and spread the word to fellow toy lovers about the magic coming back to neighborhoods nationwide.