Toys R Us is preparing to open 120 new standalone stores across the United States by the end of 2026, according to a recent announcement. This expansion would increase the brand’s current U.S. presence—from 40 stores—to over 160 locations, marking a significant growth in its physical footprint. The company’s Executive Vice President, Jamie Uitdenh, described the move as a major milestone for Toys R Us, highlighting its efforts to reestablish itself as a dominant player in the toy retail market. The brand filed for bankruptcy in 2017, largely due to its failure to adapt to changing consumer preferences and technological advancements. However, its revival began in March 2021 when WHP Global, a brand management firm, acquired a controlling interest in the company. Since then, Toys R Us has launched new stores and kiosks in airports and department stores, aiming to capture a growing share of the rebounding toy market. The company has not yet revealed the specific locations for the upcoming stores. The U.S. toy industry has had a turbulent five years but is showing signs of recovery and growth. According to The Toy Association, sales rose from $30.4 billion in 2021 to $30.6 billion in 2022, then dipped below $30 billion in 2023 and 2024 before rebounding to $30.3 billion in 2025. In 2025, the most significant growth came from games and puzzles, exploratory toys, and building sets, while plush toys and outdoor/sports toys saw the largest declines. Despite ongoing economic challenges, such as high living costs and gas prices, the toy industry has remained resilient this year. Consumers have been prioritizing mid-tier and premium toy brands, according to a June analysis from market research firm Circana. Through April 2025, toy sales were up 13 percent compared to the same period in the previous year. Games and puzzles saw a dramatic 39 percent increase, while building sets like LEGO rose 20 percent. Squishy toys—playthings known for their soft, squishy texture—have experienced triple-digit sales growth in the first four months of the year, largely due to social media marketing on platforms like TikTok. These trends suggest that consumer preferences are shifting toward interactive and collectible toys that can be easily shared and promoted online. The broader retail industry is also showing strong performance, with projections indicating that it will generate over $1 trillion in sales during the 2025 holiday season for the first time in history. This forecast comes from a September analysis by consulting firm Bain & Company, which highlights the robust demand for holiday shopping despite ongoing economic pressures. As Toys R Us expands its footprint, it appears well-positioned to benefit from the industry’s upward momentum.