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The toy-store giant is making its biggest U.S. comeback in years, but don't expect every location to look like the Toys R Us you remember

• Toys R Us plans to open 120 new standalone U.S. stores for the 2026 holiday season, bringing its standalone total to 160.

• The new stores will carry popular brands including LEGO, Barbie, Hot Wheels, Pokmon, and KPop Demon Hunters, with some locations adding cafs, candy shops, and spaces for product launches.

• Shoppers shouldn't assume there's a new store nearby just yet as Toys R Us hasn't released a complete list of all 120 locations or their individual opening dates.

Remember wandering the aisles of Toys R Us with a Christmas list and trying to convince your parents that, yes, you absolutely needed everything on it?

A lot more shoppers are about to get that experience again.

Nearly a decade after Toys R Us filed for bankruptcy and eventually closed its U.S. stores, the retailer is mounting its biggest brick-and-mortar comeback yet.

Toys R Us announced plans to open 120 new standalone stores across the U.S. for the holiday season, increasing its standalone footprint from 40 locations to 160.

But before you picture the giant Toys R Us stores of the 1990s, there are a few things holiday shoppers should know.

First, find out whether you're actually getting one

The headline number of 120 new stores is impressive. But the frustrating part is that Toys R Us has yet to publish a complete list of all the locations or opening dates.

That means shoppers should check the company's store locator rather than assume their local mall is getting one.

And remember that you may already have a Toys R Us closer than you realize. The brand also operates shops inside Macy's stores and has been expanding into airports and Navy Exchange locations.

Pro tip: If you're hunting for one specific Christmas toy, call the store before making a special trip. A new Toys R Us may have a curated assortment rather than every toy available on the company's website.

Many may be holiday pop-ups, not permanent stores

Don't picture Toys R Us suddenly building 120 giant toy stores across America.

The expansion is being run with Go! Retail Group, which specializes in seasonal and pop-up retail. At least some of the new locations will be smaller holiday stores, and the company hasn't said how many of the 120 will remain open permanently.

A Go! Retail Group executive told Marketing Daily that the stores will operate through the holidays and that many will stay open well into 2027, but didn't say how many.

And don't expect every location to resemble the Toys R Us you remember. The new stores will feature curated selections from popular brands including LEGO, Barbie, Hot Wheels, Pokmon, and KPop Demon Hunters.

Select locations will also get Creator Studios, where toy companies and online creators can hold product reveals, launches, and other events. Some stores will include candy shops and cafs.

So, think less warehouse filled with every toy imaginable and more modern toy store built around popular brands, collectibles, and experiences.

And if one suddenly appears at your local mall this fall, don't assume Geoffrey has signed a 10-year lease.

Use the store to shop not necessarily to buy

There's one big advantage to a physical toy store that Amazon can't duplicate very well: Your kid can actually see the toy up close, touch it, and try it out.

That's particularly useful for expensive holiday gifts. Let your child try the demo, see how big the toy actually is, and decide whether it's still worth putting on the Christmas list.

Then pull out your phone. Compare the Toys R Us price with Amazon, Walmart, Target, and other retailers before checking out. A nostalgic shopping experience doesn't automatically mean you're getting the lowest price.

Pro tip: Take a photo of the exact product and its price tag. If you decide to wait for Black Friday, you'll have a baseline price to compare against and you'll know exactly which model or version your kid wanted.

Adults may be filling those aisles, too

Perhaps the most interesting part of the Toys R Us comeback is who's buying all these toys.

U.S. toy sales increased 17% during the first half of 2026, according to Circana data. Sales to adults increased 25%, while sales to teens jumped 33%.

Adult-only households accounted for 55% of toy-industry receipts through June, according to Circana.

That helps explain why the new stores aren't just stocking toys for little kids. Collectibles, trading cards, and nostalgic brands can appeal just as much to the parent holding the credit card.

Don't let nostalgia wreck your holiday budget

Walking into Toys R Us again may be enough to make some parents feel 12 years old.

Your bank account, unfortunately, is still an adult.

Set your Christmas toy budget before walking into the store, particularly if you're bringing kids along.

And if something is being promoted as a hot toy, don't automatically assume you need to buy it immediately. Check whether it's actually becoming difficult to find and compare its current price with the regular retail price.

The good news is that more physical toy stores means shoppers have another place to compare prices, see toys in person, and potentially track down that one gift that's disappearing elsewhere.

And for parents who remember the old Toys R Us? Just try to make it past Geoffrey without buying something for yourself.

Amazons October sale could offer an early opportunity to save

• 38% of consumers plan to spend less this holiday season, making early sales like Prime Big Deal Days appealing to budget-conscious shoppers.

• Experts say shoppers should know what theyre looking for and avoid buying something just because a sale creates a sense of urgency.

• Waiting for Black Friday or Cyber Monday could mean deeper discounts on some products, but waiting too long also increases the risk of items selling out.

The holiday season can get expensive quickly, especially when shoppers are already feeling the pinch from higher prices. This year, 38% of consumers say they plan to spend less on the holidays than they did last year, according to recent survey data from Omnisend.

That could make Amazons Prime Big Deal Days, taking place October 6 and 7, particularly appealing to shoppers looking to get a head start on their holiday lists. With 26% of consumers planning to start shopping earlier than usual and 35% looking for discount codes and coupons, some shoppers may see Octobers deals as a chance to find savings before the holiday rush begins.

But with 78% saying higher prices will affect their holiday spending decisions and 44% expecting to carry debt into the new year finding a deal doesnt necessarily mean spending more.

E-commerce and retail advisor Greg Zakowicz of Omnisend explains what shoppers should keep in mind as they head into the fall shopping season.

Ditch the now or never mindset

With Prime Big Deal Days coming up, it can be easy to get sucked into every seemingly great deal. However, Zakowicz encourages consumers to stick to their budgets, as feeling like you need to buy something immediately for fear of losing it is a common financial mistake.

Smart, budget-minded shoppers tend to have lists of products they are targeting, understand their everyday costs, and know what a good deal is (in their mind), he said.

For shoppers, the challenge with large sales events is thinking the deals are the best theyll ever be. Sometimes waiting until Black Friday Week or Cyber Monday will provide better deals than purchasing during earlier large-scale sales events.

Avoiding impulse spending

Taking advantage of sales in October can help consumers spread out their holiday spending. But Zakowicz warns against falling victim to impulse spending as you scroll through the discounts.

Define what you consider a good deal, Zakowicz said. Some people may sacrifice saving an extra 5% to guarantee they get a product in time or secure the right size before it sells out. Just because someone pays more doesnt mean its not a good deal.

Another tip: use AI tools like Amazons Rufus to look at the price history of a product.

The default will show the price for the past 30 days, but you can toggle this to one year, quickly assessing the price during other periods, such as during Black Friday, Zakowicz said. That doesnt guarantee the product will be in stock or reach that same price, but it is an indication of how much you could save.

Similarly, you can run a less exact search using tools like ChatGPT and Claude. You can paste in the product URL and ask what the price was last Black Friday.

They will often give you the standard discount offered by the store at that time, but not necessarily with a guarantee whether the specific product was that price or excluded from sales, he explained.

For those who choose to wait, find an alternate, fall-back product youd be happy with in case it does indeed sell out by the time youre ready to buy.

Breaking down the shopping strategy

Shopping earlier in the holiday season has become more common among shoppers, but Zakowicz said this isnt always the best strategy.

Buying earlier often means you may pay slightly more than if you wait, but based on the product, this difference can vary drastically, he explained.

For electronics, such as computers, Cyber Monday tends to offer the deepest discounts of the season, up to 30%. This is where understanding your shopping list and expected price is important. A good deal is a good deal, regardless of when you get it, but in some cases, it may make sense to wait for the tentpole days.

On the flip side, waiting too deep into the season increases the risk that items will sell out, especially with sized items like clothing.

Though some customers may find good deals by waiting, they run the risk of sell-outs, Zakowicz said. This happened to me in the past, and last year I purchased items earlier than usual, knowing I would get a better deal if I waited, because I had missed out on items the previous year.

Your retirement savings may go much further in some states than others

• $1.2 million could last 32.39 years with Social Security on average, but that varies significantly by state.

• Oklahoma ranked first, where $1.2 million could last nearly 45 years, while Hawaii ranked last at just 13.46 years.

• Experts say your retirement target should reflect where you live, how much you spend, and how early you start saving.

Saving $1.2 million for retirement may sound like reaching the finish line.

But how long that money actually lasts can depend on much more than the size of your nest egg. Where you live, how much you spend, and other sources of income can all play a role in determining how quickly your savings are used up.

So, how far could $1.2 million really take you?

ConsumerAffairs spoke with Rudri Bhatt Patel, NACCC Certified Financial Health Counselor, for insight into what retirees should consider when deciding whether their savings are enough.

Methodology

To estimate how long $1.2 million could last in retirement, MoneyLion started with the average annual spending for Americans age 65 and older, using 2024 Consumer Expenditure Survey data from the Bureau of Labor Statistics. It then adjusted that national spending figure for each state using 2026 first-quarter cost-of-living data from the Missouri Economic Research and Information Center (MERIC).

MoneyLion also factored in Social Security income, using Social Security Administration data from July 2026. The analysis calculated how long $1.2 million would last both with and without Social Security, then ranked all 50 states based on how long the savings would last. The study also estimated annual costs for categories including groceries, housing, utilities, transportation, and healthcare. The data was collected and updated as of Aug. 20, 2026.

Its important to keep in mind that these figures are estimates. Theyre based on average spending and cost-of-living data, so an individual retirees results could look very different depending on factors such as lifestyle, housing costs, and other sources of income.

Key findings

On average, MoneyLion found that $1.2 million would last about 32.39 years with Social Security and 19.53 years without it.

Oklahoma came out on top, with $1.2 million estimated to last 44.59 years when Social Security is included. Alabama and Mississippi followed at 43.11 and 42 years, respectively.

At the other end of the list, Hawaii ranked last, with $1.2 million estimated to last just 13.46 years with Social Security. Massachusetts, California, and Alaska also fell near the bottom.

The difference largely comes down to the cost of everyday life. Hawaii had the highest estimated annual expenditures at about $113,526, compared with roughly $51,296 in Oklahoma, the state where the money was projected to last the longest.

Healthcare and groceries can also add up quickly. Only six states Mississippi, Alabama, Arkansas, Michigan, Tennessee, and West Virginia had estimated annual healthcare costs below $7,000, while Hawaii and Alaska had average annual grocery costs above $6,600.

Preparing for retirement

Regardless of where you are in your career journey, Patel recommends kickstarting retirement savings as soon as possible.

Dont make saving for your retirement future a later goal, she said. Start saving now.

Patel shared a few ways to make retirement savings a primary goal:

• Take advantage of an employers 401(k) match. Contribute enough so you can benefit from the employers match.

• Consider opening a Roth IRA (especially when youre young so you can pay lower tax rates).

• If you want to be aggressive with retirement savings and youre young, place 70% of your portfolio in stocks and 30% in bonds/CDs.

• With every raise or windfall, use a portion to increase your contribution to your tax-advantaged accounts.

• Healthcare is one of the primary costs in retirement. Make sure you put your health first throughout your life. Take preventive measures now because it will likely save you money in retirement.

• Continue to build skills and certifications. You want to maximize any opportunity to ask for a raise or promotion. These extra dollars could help your retirement nest egg grow faster.

• Do a dry run on what its like to live on a retirement budget. For a few months, run your household on a retirement budget. This gives you a chance to make changes long before you retire.

Start saving today

Patel explained that preparation is key to retirement, and even if retirement is right around the corner, its never too late to start saving.

If you start saving later, your approach should be aggressive and strategic, she said. I recommend, based on the survey data, you take a look at where you live and determine if your modest nest egg will allow you to live comfortably. If not, then consider relocating.

Saving later in retirement may mean having to work a few extra years, downsizing, and reviewing some of your lifestyle choices. As an older saver, you can take advantage of catch-up contributions. Those who are 50 and older can use catch-up contributions to dedicate more money to a 401(k), 457(b), HSA, Traditional or ROTH IRA, or a SIMPLE IRA.

Advice for current workers

If retirement is a bit further down the road, Patel offers some suggestions to make the most of the years you have left.

Treat your retirement savings like you would a housing or utility cost, Patel said. Make it a mandatory part of your budget. Dont convince yourself that youve got time to worry about retirement savings later. Later may put you too far behind.

Here are a few of her strategies:

1. If your income increases, dont automatically increase your burn. Try to live below your means.

2. Automate your contributions and any income boost should mean that you raise your savings rate.

3. Dont make major lifestyle purchases without taking care of retirement first. It may feel difficult at the moment, but your golden-year-self will thank you.

4. Advocate for yourself in your job. Ask for that raise (if warranted) and take advantage of every financial perk your employer offers that can help you in retirement.

As a certified financial health expert, Id suggest people not look at the $1.2 million in isolation, Patel explained. Look at your target retirement number based on where you live and your personal spending.

Dont be afraid to ask questions if you're unclear on your strategy. Ask a financial advisor if youre struggling and need guidance.

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