Toys “R” Us is returning to New York with two new locations this holiday season, marking a major step in the brand’s comeback. The new stores—one permanent at Tanger Outlets Deer Park and another seasonal at Walden Galleria in Buffalo—are part of a broader national effort to revive the once-iconic toy retailer after its 2017 bankruptcy and subsequent store closures.
A Strategic Push to Revitalize the Brand
The brand’s reopening in New York, alongside other national efforts, marks a pivotal moment in its recovery.
“This next phase of growth brings the magic of Toys”R”Us to even more communities across the country — just in time for the holidays — and delivers the joyful shopping experience that has made us a trusted destination for generations,” Executive Vice President of Toys”R”Us at WHP Global stated in an online news release last October.
The opening of these locations is part of a larger strategy involving more than 30 stores nationwide, including both permanent and seasonal locations.
Nationwide Expansion Includes Flagships and Pop-Ups
Toys “R” Us’ revival isn’t just limited to New York. Across the U.S., the company plans to open eight permanent flagship stores and over 20 pop-up locations by the end of the year. These stores will be located in major shopping centers such as Chicago Premium Outlets, Arundel Mills, and Denver Premium Outlets. The seasonal pop-ups will also appear across the country, including in cities like New Jersey, California, and Washington, providing families with a fun, festive experience during the busiest shopping season of the year.
This nationwide expansion highlights the retailer’s strategy of combining permanent stores with temporary holiday locations, catering to both long-term shoppers and those looking for last-minute gifts.
Looking Forward: A Brand With Room to Grow
Despite past struggles, Toys “R” Us continues to benefit from its strong brand recognition. The company is doubling down on its strategy of integrating in-store and online shopping options. With its new stores, like the one in the Mall of America, proving successful, the brand is confident that it can build upon its legacy and attract new generations of shoppers.
In addition to the existing openings, more stores will be revealed in the coming months. The retailer encourages fans to follow its social media channels for updates on grand openings and special promotions, promising to bring more of its magical shopping experience to communities across the country.
