A whole generation of parents can still sing the jingle by heart, “I don’t wanna grow up, I’m a Toys ‘R’ Us kid…,” and this year, it finally feels relevant again. Toys ‘R’ Us is stepping back into the spotlight with a wave of new store openings, giving families a chance to recreate the magic many of us grew up with.
For kids today, toy shopping usually means scrolling a screen or wandering through a toy aisle inside a larger store. But for Gen X and Millennial parents, Toys ‘R’ Us was the destination, the place you begged to visit, wandered for hours, and held your breath hoping Santa got the hint.
Now, the iconic retailer is working to recapture that feeling for a new generation.
Earlier this fall, Toys ‘R’ Us revealed plans to open more than 30 new locations nationwide, including full stores and seasonal holiday pop-ups. Partnering with Go! Retail Group, the company is building on the momentum of their flagship locations to step fully back into the holiday shopping scene.
“This next phase of growth brings the magic of Toys ‘R’ Us to even more communities,” said Executive VP Jamie Uitdenhowen in a recent press release. She added that the expansion “delivers the joyful shopping experience that has made us a trusted destination for generations.”
Families can expect bright, kid-friendly spaces designed for browsing, playing, and soaking in the excitement, something that simply can’t be replicated with an online cart.
Today’s stores stock all the favorites kids are obsessed with such as LEGO, Barbie, Hot Wheels, NERF, Paw Patrol, and beyond, but what sets Toys ‘R’ Us apart is the experience. Interactive play areas, colorful displays, and even appearances from Geoffrey the Giraffe remind families what made the brand so special to begin with.
For kids who’ve never walked through a store dedicated entirely to toys, this is something completely new. And for parents, it’s a chance to share a piece of their own childhood.
As of Thanksgiving week, Toys ‘R’ Us has eight flagship stores either open or on the way:
- Chicago Premium Outlets (Aurora, IL)
- Caraillo Premium Outlets (Camarillo, CA)
- Arundel Mills (Hanover, MD)
- Jordan Creek (West Des Moines, IA)
- Westroads Mall (Omaha, NE)
- Denver Premium Outlets (Thornton, CO)
- Tanger Outlets Deer Park (Deer Park, NY)
- Towne East Square (Wichita, KS)
And you can visit more than 20 seasonal holiday pop-ups, in the following areas:
- Great Lakes Crossing (Auburn Hills, MI)
- Grapevine Mills (Grapevine, TX)
- Lakeside Shopping Center (Metairie, LA)
- Tanger Outlets (Nashville, TN)
- Crabtree Valley Mall (Raleigh, NC)
- The Mall in Columbia (Columbia, MD)
- Westfield Southcenter (Tukwila, WA)
- Crocker Park (Westlake, OH)
- King of Prussia Mall (King of Prussia, PA)
- Walden Galleria (Buffalo, NY)
…with even more on the way. Families can check the store locator for updates as new locations roll out.
