New Manhattan Location to Host Grand Opening Celebration November 20 as Toys”R”Us Expands Stores Nationwide Ahead of the Holiday Shopping Season
NEW YORK, Nov. 13, 2026 /PRNewswire/ — Toys”R”Us®, the world’s leading authority in toys, today announced that 160+ standalone Toys”R”Us stores are now open across the United States in partnership with Go! Retail Group, marking a major expansion of the brand’s nationwide retail presence. Building on this momentum, Toys”R”Us is opening a new standalone store at New York City’s iconic Grand Central Terminal, with a special grand opening celebration on Friday, November 20, just in time for the holiday shopping season.
First announced in September, the nationwide rollout with Go! Retail Group represents a significant step in the continued growth of Toys”R”Us in the United States. The new stores build on the brand’s existing U.S. retail presence, which includes Toys”R”Us shops inside Macy’s stores nationwide, giving customers more ways and more places than ever to shop and experience Toys”R”Us.
Located at Grand Central Terminal in the heart of Manhattan, the new Toys”R”Us store will feature a curated assortment of the season’s hottest toys, collectibles and must-have gifts from the world’s most popular toy brands and latest movies, including LEGO®, Barbie®, Hot Wheels®, Pokémon, KPop Demon Hunters and more. The new location brings the excitement of Toys”R”Us to one of New York City’s most recognizable destinations, offering commuters, tourists, gift-givers and collectors of all ages a new place to discover what’s new and what’s next.
To mark the opening, Toys”R”Us will host a special grand opening celebration on Friday, November 20 at 10 a.m. at the Grand Central Terminal store (89 East 42nd Street, New York, NY 10017), featuring an appearance by the brand’s beloved mascot, Geoffrey the Giraffe™, and a special giveaway for the first 50 customers in line. The festivities will welcome New Yorkers and visitors alike to experience the magic of Toys”R”Us and kick off their holiday shopping ahead of Black Friday.
“Opening 120 new standalone stores across the country in just a few months is an incredible achievement for Toys”R”Us, and we’re thrilled to build on that momentum with a new store at New York City’s iconic Grand Central Terminal,” said Jamie Uitdenhowen, Executive Vice President of Toys”R”Us at WHP Global. “With over 1,800 stores in more than 37 countries, we’re bringing Toys”R”Us to customers wherever they live, shop and travel, and there’s no better time to do that than the holiday season.”
“From communities across the country to the heart of Manhattan, we’ve worked to bring the excitement of Toys”R”Us to more shoppers than ever before,” added Gideon Schlessinger, CEO of Go! Retail Group. “There’s something special about walking into a Toys”R”Us store during the holidays, and we look forward to welcoming customers into our new stores this season.”
Customers can visit Toys”R”Us stores nationwide to discover the season’s hottest toys, biggest trends and must-have holiday gifts. To find a Toys”R”Us location near you, visit toysrus.com/store-locator.
ABOUT TOYS”R”US
Toys”R”Us is a global leader in the toy industry, celebrating the joys of childhood and play for over 70 years. Geoffrey the Giraffe™, the beloved mascot of Toys”R”Us, is adored by millions of kids and their families around the world. Globally, the brand generates more than USD $2 billion in annual retail sales through over 1,800 stores and e-commerce businesses in 37+ countries. Toys”R”Us is owned by WHP Global, a leading brand management firm with a portfolio of 16+ consumer brands that generate USD $9.5+ billion in retail sales.
ABOUT GO! RETAIL GROUP
Go! Retail Group, a family-owned company based in Austin, TX, is home to a diverse portfolio of brands, including Toys”R”Us, Babies”R”Us, Calendars.com, Go! Toys & Games, and Snoozimals. Since 1993, the company has grown to operate an extensive network of pop-up stores across six countries, alongside year-round retail locations, e-commerce, and wholesale. For more information, visit www.goretailgroup.com.
MEDIA CONTACTS
Jaime Cassavechia / Demi Halawa
Toys”R”Us
426987@email4pr.com
(212) 518-4771
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SOURCE Toys”R”Us
