Toys ‘R’ Us returns to Western New York with seasonal pop-up location

Toys “R” Us is launching 30 new stores just in time for the holidays, including one spot here in Western New York.

CHEEKTOWAGA, N.Y. — Toys “R” Us is continuing its national comeback with a wave of new store openings ahead of the holiday season, including one seasonal location in Western New York.

The company recently announced plans to open 30 new locations by the end of the year, including eight flagship stores and more than 20 seasonal pop-up shops — some of which are already welcoming customers.

One of those seasonal pop-up shops will be at Walden Galleria.

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According to the company’s Oct. 16 announcement, nine of the seasonal stores are now open for shoppers. The company expansion marks another major step in the toy retailer’s return to brick-and-mortar retail after years of restructuring and rebranding.

The once-dominant toy chain filed for bankruptcy in 2017 before being liquidated and sold to WHP Global in 2021. Since acquiring the brand, WHP Global has launched a series of initiatives to revive the Toys “R” Us name, reopening U.S. locations and introducing new store formats designed to attract families during the peak holiday shopping season.

“This holiday marks an important step in our expansion strategy for the Toys ‘R’ Us brand,” Gideon Schlessinger, CEO of Go! Retail Group, said in a statement. “Through both flagship stores and seasonal holiday shops, we are delivering the same experience nationwide, strengthening our presence while meeting consumer demand during the most important season of the year.”

Toys “R” Us filed for bankruptcy in 2017 and was later liquidated before being acquired by WHP Global in 2021. Since then, the company has been working to rebuild the brand, reopening physical stores and re-establishing its retail presence.