Toys R Us Continues Its Comeback With New Store Coming to California
Nostalgic toy lovers have another reason to celebrate: Toys R Us is continuing its comeback with a new California location.
The iconic toy retailer is set to open a store at Northridge Fashion Center in the San Fernando Valley, marking another step in the brand's growing return to brick-and-mortar shopping.
The mall currently lists Toys R Us as “Coming Soon,” although an official opening date has not yet been announced.
The retailer, once a staple of childhood shopping trips across America, now lists more than 30 standalone and flagship locations nationwide, in addition to its presence inside Macy's stores.
Fans Are Ready for a Blast From the Past
News of the upcoming Northridge location quickly got longtime Toys R Us fans talking, with many hoping the retailer embraces the nostalgia that made the brand so beloved.
Some shoppers have suggested bringing back a dedicated retro toy section featuring classics from decades past, giving adults the chance to reconnect with the toys they grew up with.
Others are apparently hoping the Toys R Us revival could inspire even more familiar retailers to make a return.
A Long Road Back
Toys R Us was once one of the biggest names in American toy retail, but the company filed for Chapter 11 bankruptcy protection in 2017 while dealing with declining sales and roughly $5 billion in debt.
The chain closed its U.S. stores in 2018, leaving generations of shoppers wondering whether the beloved brand was gone for good.
But the story didn't end there.
The brand reemerged under new ownership in 2019 and opened smaller-format stores in New Jersey and Texas. Those locations eventually closed during the COVID-19 pandemic, but the push to bring Toys R Us back continued.
WHP Global acquired a controlling stake in the brand in 2021 and began expanding its physical presence once again.
Later that year, a massive 20,000-square-foot flagship Toys R Us store opened at American Dream in New Jersey.
Expanding Across the Country
The comeback accelerated in 2022 when Toys R Us shops began opening inside Macy's locations nationwide.
The partnership proved to be a major success, giving Macy's toy business a significant boost and introducing a new generation of shoppers to the iconic Toys R Us experience.
In 2023, WHP Global announced plans to expand even further through a partnership with Go! Retail Group. The company has also explored locations beyond traditional malls, including an airport store at Dallas Fort Worth International Airport and plans to bring Toys R Us aboard cruise ships.
Today, the brand continues to rebuild its footprint across the United States.
With the new Northridge Fashion Center location on the way, it looks like Geoffrey the Giraffe and the famous toy aisles are becoming a familiar sight once again.
For shoppers who grew up circling toys in the old Toys R Us catalogs, the comeback is more than just another store opening — it's a trip down memory lane.
