By the end of 2025, Toys ‘R’ Us plans to open 10 new permanent flagship stores in the U.S. as well as 20 seasonal holiday pop-ups, all in partnership with Go! Retail Group. These stores represent a significant addition to the retailer’s physical footprint, which includes global flagships at the American Dream and Mall of America shopping centers, flagships in Chicago and Texas and dedicated Toys ‘R’ Us shop-in-shops inside all Macy’s stores nationwide.
Toys ‘R’ Us also plans to serve more military families: In July 2024 Toys ‘R’ Us owner WHP Global licensed shop-in-shops at two Navy Exchange Service Command (NEXCOM) stores and now plans to open shops in six additional locations.
Entering New Global Markets
The retailer also is continuing its global growth efforts: Toys ‘R’ Us expanded its operations to Peru and Chile in April 2025 following its move into the Caribbean and Central America in December 2024 and its entry into Mexico in April 2023. Now Toys ‘R’ Us will be entering new global markets, including Ecuador, Venezuela, Morocco and Lebanon, while also reestablishing a presence in Turkey.
“As we head into the most magical time of the year, Toys ‘R’ Us is reaching more kids and families than ever before,” said Kimberly Miller, Global Chief Marketing Officer at Toys ‘R’ Us in a statement. “From new store openings with our global partners to the launch of our second Global Holiday Play Day serving as the runway to the season, to Geoffrey’s Birthday celebrated worldwide on Oct. 17 — and of course the main event in December — Toys ‘R’ Us is creating joy and excitement for kids of all ages everywhere.”
Advertisement
Toys ‘R’ Us also is planning to ramp up its social content and brand activations, both in-store and digital, designed to connect with shoppers and help them find an ideal gift.
