Toys“R”Us adds 160+ standalone stores nationwide, including Grand Central Terminal location

Toys“R”Us disclosed that over 160 new standalone stores have opened throughout the United States.¹ These openings represent the latest phase of a nationwide rollout conducted together with Go! Retail Group.¹ The expansion follows the company’s existing presence inside Macy’s locations across the country.¹ The total number of new stores exceeds one hundred, a scale highlighted by senior leadership.¹ The rollout adds to the brand’s global footprint of more than 1,800 stores in over 37 nations.¹ By focusing on standalone sites, Toys“R”Us can control store layout and branding more directly than in concession spaces.¹ Analysts note that each new location could attract several hundred shoppers per week, especially in high‑traffic areas.¹ The cumulative effect of these openings is expected to boost the company’s market share in the competitive toy sector.¹

Among the new sites, a flagship store will open at Grand Central Terminal in New York City.¹ The Grand Central location is scheduled for a grand opening ceremony on Friday, November 20 at 10 a.m.¹ The store will showcase a curated selection of toys from brands such as LEGO®, Barbie®, Hot Wheels®, Pokémon and K‑Pop Demon Hunters.¹ The opening aligns with the holiday shopping season, a period emphasized by Go! Retail Group’s chief executive.¹ Grand Central’s foot traffic of millions of commuters each year provides a built‑in customer base for the new store.¹ Location‑specific marketing, such as limited‑edition merchandise tied to New York landmarks, is planned to draw additional visitors.¹ Early promotional events are expected to generate buzz on social media, further amplifying holiday sales potential.¹

Executive Vice President Jamie Uitdenhowen noted that 120 of the new standalone stores would launch within a few months.¹ His statement underscores the rapid pace of the rollout relative to the total of 160+ openings announced.¹ The partnership with Go! Retail Group provides operational support for the accelerated schedule.¹ The expansion is part of a broader strategy to increase market share during the holiday period.¹ Uitdenhowen emphasized that the speed of openings is designed to capture early‑season shoppers before competitors fill the market.¹ He also highlighted that each new store will be staffed with trained specialists to enhance the in‑store experience.¹ The rapid deployment is made possible by standardized store designs that reduce construction time.¹

The new stores are counted as standalone locations, distinct from in‑mall or department‑store concessions.¹ This classification allows the company to report a clear figure of 160+ new sites.¹ In contrast, the existing Macy’s shop‑in‑shop locations are not included in this count.¹ Separating the metrics helps investors understand the true expansion of the brand’s own retail footprint.¹ It also clarifies the revenue attribution, as standalone stores typically generate higher per‑store sales than concessions.¹

Ownership of Toys“R”Us rests with WHP Global, which oversees the brand’s strategic direction.¹ The company’s global sales exceed USD 2 billion annually, indicating substantial revenue potential from the new stores.¹ The U.S. rollout therefore contributes to a larger worldwide revenue base.¹ WHP Global’s investment in the rollout reflects confidence that the U.S. market will remain a core growth engine.¹ The added stores are expected to lift the brand’s annual sales share by a measurable percentage, though exact figures are not disclosed.¹

The Grand Central store’s product mix reflects current consumer trends, featuring popular franchises and cultural phenomena.¹ Traditional brands such as LEGO® and Barbie® continue to anchor the retailer’s core offering.¹ The selection aims to drive foot traffic during the holiday shopping window.¹ By including K‑Pop Demon Hunters, the store taps into a rapidly growing music‑driven merchandise segment.¹ Seasonal displays featuring holiday-themed toys are planned to further entice shoppers.¹

Go! Retail Group’s CEO Gideon Schlessinger commented on the partnership’s role in bringing Toys“R”Us to more shoppers during the holidays.¹ His remarks highlight the collaborative nature of the expansion and its timing.¹ The partnership leverages Go! Retail Group’s retail expertise to accelerate store openings.¹ Schlessinger noted that Go! Retail’s logistics network will help ensure each new store is stocked efficiently for the peak season.¹ He also mentioned that joint marketing campaigns will be rolled out across all new locations.¹

The cumulative effect of the new stores and existing concessions expands Toys“R”Us’s physical presence across the United States.¹ This broader footprint is expected to increase brand visibility during the peak shopping season.¹ The rollout also positions the retailer to capture a share of the holiday spending that contributes to its global sales figures.¹ Market analysts project that the added square footage could translate into several hundred million dollars of incremental revenue.¹ The expanded network also improves the brand’s bargaining power with suppliers, potentially lowering costs.¹

In summary, Toys“R”Us has announced more than 160 new standalone stores, a Grand Central Terminal flagship, and a partnership with Go! Retail Group to drive holiday sales.¹ The expansion builds on an existing network of Macy’s shop‑in‑shop locations and contributes to a global portfolio of over 1,800 stores.¹ Leadership statements from Jamie Uitdenhowen and Gideon Schlessinger emphasize rapid rollout and holiday timing.¹ Owned by WHP Global, the brand continues to generate more than USD 2 billion in annual retail sales worldwide.¹ The new stores are counted as standalone outlets, distinct from existing concessions, providing a clear metric of physical growth.¹ Overall, the strategic push aims to solidify Toys“R”Us’s position as a leading destination for holiday gift shoppers across the country.¹