Toys "R" Us was once a giant in the retail toy industry. Founded in 1948 by Charles P Lazarus in Parsippany-Troy Hills N.J., as a baby furniture retailer to accommodate the postwar Baby Boom, it expanded rapidly in the 1980s and ‘90s, becoming a go-to destination for children's toys.
The rise of online shopping and intense competition from discount retailers like Walmart took a toll on sales. By 2017, facing a significant amount of debt, Toys "R" Us filed for bankruptcy, ultimately closing its doors in 2018, with the last U.S. store closing its doors in 2021.
In August 2021, Toys “R” Us partnered with Macy’s to open store locations within Macy’s in nine states. By Oct. 15, 2022, every Macy’s in the United States featured a Toys R Us store.
On Sept. 29, 2023, it was announced that Toys "R" Us would be making a comeback. The first store opened in November 2023 in Dallas Fort Worth International Airport. The second standalone store in the United States opened on Oct. 26, 2024 at the Harlem Irving Plaza in Norridge. Lines began forming as early as 4:45 a.m, with excitement buzzing in the air. It was difficult to determine who was more thrilled—the parents reminiscing about their own childhood or the children growing up in a digital age dominated by screens and keyboards.
Will the success of the Toys R Us reboot endure in the digital age? Since its closing in 2017, technology has introduced an abundance of new pseudo-realities, gaming systems that offer unprecedented realism, and streaming services that deliver SpongeBob to your living room 24/7.
The reboot features smaller stores designed to create a more intimate atmosphere, fostering a relaxed, hands-on experience. An immersive shopping adventure is in store for children of all ages, perfectly timed for the holiday season.
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