Introduction

Toys R Us is making a comeback this holiday season, planning to open 120 new stores by Thanksgiving. The expansion marks a significant moment for a brand that vanished from shelves just a few years ago, but it’s already sparking concern among the suppliers needed to stock the shelves.

What Happened

Go! Retail Group, which operates the Toys R Us stores under license from brand owner WHP Global, is racing to launch 120 locations before the holidays. The company is asking vendors to accept up to 180 days to pay for inventory after delivery—a significant jump from the industry standard of 30 to 90 days. Many suppliers still remember the 2017 bankruptcy and 2018 liquidation, which caused millions in losses across the toy industry.

Why This Matters

Shifting payment risk to suppliers has raised red flags. Jay Foreman, CEO of Basic Fun, warned that vendors shouldn’t be forced to finance a retailer’s expansion. Go! Retail CEO Gideon Schlessinger says the company hasn’t seen major hesitation from suppliers, but the tension highlights the fragile state of the revival. Beyond the payment debate, the brand is leaning into adult shoppers, who now account for 55% of toy sales, and riding a broader 17% jump in U.S. toy sales in the first half of 2026—the biggest six-year gain.

Key Takeaways

  • Toys R Us aims to reach 160 standalone U.S. stores, mostly temporary mall locations, by the holiday season.
  • The brand is targeting adult shoppers, who now make up 55% of toy sales per Newsweek.
  • U.S. toy sales grew 17% in the first half of 2026, the strongest growth in six years.
  • Supplier payment terms could determine whether the expansion succeeds or repeats past failures.

Conclusion

Toys R Us’ holiday store push could revive the brand, but its success hinges on whether toy makers accept the new financial terms. As the holidays approach, the industry watches closely to see if the 2017 ghost haunts the comeback or if the expansion wins over suppliers and shoppers alike.