Toys'R'Us Plans 120 New U.S. Stores as Austin-Based Go! Retail Group Helps Lead Holiday Expansion
For Austin-area families who grew up circling toys in holiday catalogs or walking the aisles beneath the familiar Geoffrey the Giraffe logo, Toys“R”Us is becoming a much more visible part of the retail landscape again.
The toy retailer announced Sept. 17 that it plans to open 120 new standalone Toys“R”Us stores across the United States during the 2026 holiday season in partnership with Go! Retail Group, a family-owned company based in Austin.
The expansion is expected to bring the number of standalone Toys“R”Us stores in the U.S. to 160 by the holiday season, in addition to Toys“R”Us shops operating inside Macy’s stores nationwide and other specialty retail locations.
For Central Texas shoppers, the story has a particularly local connection. Go! Retail Group is headquartered in Austin, and the Austin area already has several Toys“R”Us locations, including three shops inside Macy’s stores and a standalone Toys“R”Us in San Marcos.
Where to find Toys“R”Us near Austin
Austin-area shoppers currently have four Toys“R”Us locations listed in and around the metro area:
-
Toys“R”Us at Macy’s at The Domain: 3311 Esperanza Crossing, Austin, TX 78758
-
Toys“R”Us at Macy’s Barton Creek Square Mall: 2901 S. Capital of Texas Highway, Austin, TX 78746
-
Toys“R”Us at Macy’s Lakeline Mall: 11250 Lakeline Mall Drive, Cedar Park, TX 78613
- Toys“R”Us at Tanger San Marcos: 4015 I-35, San Marcos, TX 78666
The San Marcos location offers shoppers a standalone Toys“R”Us experience, while the Austin and Cedar Park locations operate inside Macy’s stores.
The company has not yet identified Austin as one of the 120 newly announced standalone locations, so families hoping for another full-size Toys“R”Us closer to home will need to watch for additional store announcements as the holiday season approaches.
A major expansion for a familiar toy-store name
Toys“R”Us said the national rollout marks an important step in its continuing U.S. growth.
“This is a major moment for Toys"R"Us as we significantly expand our presence across the United States,” said Jamie Uitdenhowen, executive vice president of Toys“R”Us at WHP Global. “Together with our incredible partners, we are growing Toys"R"Us in unique ways to meet customers wherever they are, whether that's at a standalone store in their hometown, inside Macy's, at the airport or at a Navy Exchange. Toys"R"Us has always been a place for discovery, and we're building on that legacy by bringing customers the hottest toys, biggest trends and experiences that make the brand unlike any other.”
The new stores are expected to carry a curated assortment of popular toys, collectibles and holiday gifts tied to major brands and entertainment franchises, including LEGO, Barbie, Hot Wheels, Pokémon and KPop Demon Hunters.
Some locations will go beyond traditional toy-store layouts.
Select stores are expected to feature Creator Studios, spaces designed for influencers, content creators and toy brands to produce content, introduce products and host toy reveals, launches and special events. Some stores will also include candy shops and cafés.
The approach reflects a broader shift in retail, particularly for brands that are trying to give families and shoppers a reason to spend more time inside physical stores rather than simply ordering online.
Toys“R”Us has been rebuilding its U.S. presence
The expansion adds another chapter to a brand that once seemed to be disappearing from American retail.
Toys“R”Us was founded more than 70 years ago and grew into one of the most recognizable toy retailers in the world. For decades, its large stores were holiday destinations for families, with aisles filled with toys, bicycles, video games and seasonal merchandise.
The company filed for bankruptcy protection in 2017, and its remaining U.S. stores closed in 2018.
Toys“R”Us later returned under a new ownership and licensing structure. The brand is now owned by WHP Global, a brand management company whose portfolio includes more than 16 consumer brands.
Today, Toys“R”Us operates through a mix of standalone stores, licensed retail locations, e-commerce and partnerships.
According to the company, the Toys“R”Us brand generates more than $2 billion in annual retail sales globally through more than 1,680 stores and e-commerce businesses in 37 countries.
Its U.S. comeback has included Toys“R”Us shops inside Macy’s stores, standalone locations and newer retail formats intended to reach shoppers in malls, airports and other high-traffic destinations.
Austin-based Go! Retail Group is helping drive the comeback
The company at the center of the newest expansion has deep Central Texas roots.
Go! Retail Group is a family-owned company based in Austin that has operated since 1993.
The company has built a retail network that includes permanent stores, seasonal pop-up locations, e-commerce operations and wholesale distribution. Its brands include Toys“R”Us, Babies“R”Us, Calendars.com, Go! Toys & Games and Snoozimals.
Go! Retail Group now operates across six countries and has developed particular expertise in opening and operating seasonal and pop-up stores, a model that fits naturally with the intense shopping demand surrounding the holidays.
That experience is now being applied on a much larger scale as Toys“R”Us increases its standalone presence around the country.
“This holiday season represents an extraordinary expansion for Toys"R"Us in the U.S., and we couldn't be more excited to bring the magic of Toys"R"Us to so many communities across the country,” said Gideon Schlessinger, CEO of Go! Retail Group. “There's something special about walking into a Toys"R"Us store, especially during the holidays—the excitement of discovering the hottest toys, seeing favorite brands and characters come to life, and finding that perfect gift. With 160 stores open this season, we have an incredible opportunity to bring that experience to millions of customers and create destinations they'll want to come back to throughout the year.”
For Austin residents, that makes the national expansion more than a distant corporate story. A company headquartered in their own metro area is helping shape the next phase of a retail brand that generations of families already know.
Toys“R”Us is also expanding in airports and military retail
The new standalone stores are only one part of Toys“R”Us’ wider U.S. strategy.
The company is also expanding through airport retail, Navy Exchange locations and Macy’s partnerships.
At Orlando International Airport, Toys“R”Us is adding new shop-in-shop locations through a partnership with WHSmith North America. The first opened in August, and a second is expected to open in summer 2027.
The company is also working with the Navy Exchange Service Command, or NEXCOM, to bring Toys“R”Us shops into additional retail environments.
Taken together, those locations reflect a strategy focused on putting the brand where families already shop, travel and spend time.
What the Toys“R”Us expansion means for Austin-area families
For Austin, Cedar Park, Round Rock, Pflugerville and other Central Texas communities, the immediate takeaway is simple: Toys“R”Us already has several local shopping options, and its national footprint is about to get substantially larger.
Families can currently visit Toys“R”Us shops at The Domain, Barton Creek Square Mall and Lakeline Mall, while shoppers looking for a standalone store can travel to Tanger San Marcos.
Whether Austin receives another standalone Toys“R”Us as part of the newly announced 120-store expansion has not yet been disclosed.
That gives local shoppers something to watch as new locations are revealed in the months ahead.
It also adds a distinctly Austin element to the larger Toys“R”Us comeback. The familiar toy retailer may have global reach, but one of the companies helping rebuild its American storefront presence is based right here in Central Texas.
Stay tuned to My Neighborhood News for updates on new Austin-area store openings, retail developments and holiday shopping news across Central Texas.
Tiffany Krenek has been on the My Neighborhood News team since August 2021. She is passionate about curating and sharing content that enriches the lives of our readers in a personal, meaningful way. A loving mother and wife, Tiffany and her family live in the West Houston/Cypress region.
Local business spotlight
Grow your business
where trust already lives.
Let’s introduce your business to the neighbors nearby.
Have a local favorite?
Let’s make an introduction.
Leave your email and our team will reach out with ways to promote your business.
Give a local favorite a little love.
Know a business your neighbors should discover? Tell us who they are.
We couldn’t send that just yet. Please try again.
