Beloved toy retailer Toys 'R' Us is set to significantly expand its physical presence in the United States, announcing plans to open 10 new flagship stores by the end of 2025. This expansion also includes the launch of 20 seasonal holiday pop-up shops, marking a substantial return to brick-and-mortar retail.
Expanding U.S. Footprint
The new flagship stores will complement the retailer's existing flagship locations at American Dream and Mall of America, as well as stores in Chicago and Texas. Furthermore, Toys 'R' Us continues to strengthen its presence within Macy's stores nationwide through dedicated shop-in-shops.
Serving Military Families
Toys 'R' Us is also enhancing its service to military families. Following the successful launch of shop-in-shops at two Navy Exchange Service Command (NEXCOM) stores in July 2024, the company plans to open shops in six additional NEXCOM locations.
Global Growth Continues
Beyond its U.S. expansion, Toys 'R' Us is actively pursuing global growth. The retailer recently expanded into Peru and Chile in April 2025, following its entry into the Caribbean and Central America in December 2024 and Mexico in April 2023.
New international markets on the horizon include Ecuador, Venezuela, Morocco, and Lebanon, with a re-establishment of presence in Turkey.
