Toys 'R' Us opens 160+ U.S. stores, adds Grand Central Terminal location for the holidays
The toy retailer's nationwide push with partner Go! Retail Group brings its standalone store count past 160, capped by a Nov. 20 grand opening inside one of Manhattan's busiest landmarks.
Toys 'R' Us now has more than 160 standalone stores open across the United States — and on November 20 it will add one inside Grand Central Terminal, planting its flag in the middle of Manhattan just days before Black Friday.
The company announced the milestone on November 13, 2026, crediting a partnership with Austin-based Go! Retail Group for the rapid build-out. The rollout was first announced in September.
Opening 120 new standalone stores across the country in just a few months is an incredible achievement for Toys'R'Us, and we're thrilled to build on that momentum with a new store at New York City's iconic Grand Central Terminal.— Jamie Uitdenhowen, Executive Vice President of Toys'R'Us at WHP Global
The Grand Central store, addressed at 89 East 42nd Street, is designed to catch commuters, tourists, gift-givers and collectors passing through one of New York City's most-trafficked destinations. Its shelves will carry LEGO, Barbie, Hot Wheels, Pokémon, KPop Demon Hunters and other brands. The grand opening celebration begins at 10 a.m. on November 20, with mascot Geoffrey the Giraffe on hand and a giveaway for the first 50 customers in line.
From communities across the country to the heart of Manhattan, we've worked to bring the excitement of Toys'R'Us to more shoppers than ever before. There's something special about walking into a Toys'R'Us store during the holidays, and we look forward to welcoming customers into our new stores this season.— Gideon Schlessinger, CEO of Go! Retail Group
The standalone expansion sits alongside Toys 'R' Us shops already operating inside Macy's stores nationwide, giving the brand multiple retail formats in the U.S. market. Globally, Toys 'R' Us operates more than 1,800 stores across 37 countries and generates more than $2 billion in annual retail sales. The brand is owned by WHP Global, a brand-management firm whose portfolio of 16-plus consumer brands generates more than $9.5 billion in retail sales. Go! Retail Group, founded in 1993, operates pop-up and year-round stores across six countries and also carries the Babies 'R' Us, Calendars.com, Go! Toys & Games, and Snoozimals banners.
Why it matters — Toys 'R' Us is rebuilding a physical U.S. retail presence at scale for the first time since its 2018 bankruptcy, and the pace — 120 new stores in months — tests whether nostalgia and a prime holiday window can translate into lasting foot traffic.
⚠ Not yet confirmed
- according to Chain Store Age
- on top of roughly 40 existing standalone U.S. stores
Reported by usatoday.com, chainstoreage.com, prnewswire.com, massmarketretailers.com
