Toys"R"Us® Is More Present Than Ever This Holiday Season

Beloved Toy Brand Marks Largest Growth Year Yet with More Stores Opening in the U.S. and Abroad

NEW YORK, Sept. 16, 2025 /PRNewswire/ -- Toys"R"Us^®, the world's leading toy retailer, is more present than ever this holiday season. With 100 days until Christmas, the brand is celebrating its largest growth year yet, now spanning more than 1,500 stores and e-commerce businesses across 35+ countries.

In the U.S., Toys"R"Us is expanding in a big way this holiday season with its partner Go! Retail Group, opening 10 new flagship stores and 20 seasonal holiday shops by year's end. The brand already operates global flagships at American Dream and Mall of America, as well as flagship locations in Chicago and Texas, plus a Toys"R"Us inside every Macy's store nationwide and a dedicated store at Dallas Fort Worth Airport. Toys"R"Us is also growing its footprint with military families, with six new stores slated to open through its partnership with NEXCOM, building on the first two already serving U.S. Navy and military bases.

Globally, Toys"R"Us is expanding into markets it has never served before—Chile, Peru, Venezuela, Ecuador, Morocco, and Lebanon—while also reestablishing a presence in Turkey. The brand is further strengthening its footprint in major markets such as the UK, Mexico, South Africa, Asia, and South Korea, where it is introducing new concept formats with strategic partner LOTTE.

"As we head into the most magical time of the year, Toys"R"Us is reaching more kids and families that ever before," said Kimberly Miller, Global Chief Marketing Officer, Toys"R"Us. "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 October 17th—and of course the main event in December—Toys"R"Us is creating joy and excitement for kids of all ages everywhere."

In addition to new stores and market expansion, Toys"R"Us will ramp up the holidays with engaging social content and brand activations, both in-store and digital, designed to connect with consumers and help them find the perfect gift.

With unmatched retail reach and a legacy that continues to inspire generations, Toys"R"Us is poised for another record-breaking holiday season, bringing the magic of play to families everywhere.

For more information, visit: toysrus.com and follow @toysrus on social.

About Toys"R"Us
Toys"R"Us^® is a global leader in the toy category celebrating the joys of childhood and play with kids of all ages for more than 70 years. Geoffrey the Giraffe™, the beloved mascot of Toys"R"Us^®, is adored by millions of kids and their families around the world. The brand generates more than USD$2 billion in global retail sales annually through 1,500+ stores and e-commerce businesses in 35 countries. Toys"R"Us^® is owned by WHP Global, a leading brand management firm with a portfolio of consumer brands that generate over USD$7 billion in retail sales.

Media contact:
Jaime Cassavechia
[email protected]
212-518-4771 x 108 / 646-701-7041

SOURCE Toys"R"Us