From the ashes of childhoods past, Toys R Us has been resurrected.
The popular chain of toy stores is opening up 120 new standalone shops across the country ahead of the coming holiday season.
There are currently five locations confirmed open in California. It's not clear how many additional stores will be added in the state, as the full list of locations has not yet been released.
"This holiday season represents an extraordinary expansion for Toys R Us in the U.S.," Gideon Schlessinger, CEO of Go Retail Group, said in a statement. "There's something special about walking into a Toys R Us store, especially during the holidays. The excitement of discovering the hottest toys, seeing favorite brands and characters come to life, and finding that perfect gift."
Forty stores are already open nationwide, so the expansion brings that number to 160. All stores are expected to be open before Christmas.
Toys R Us filed for bankruptcy in 2018, eventually closing or selling all of its 735 locations around the country. A small number of shops have since reopened in partnership with Macy's, but this week's announcement is a far more comprehensive "comeback."
Toys R Us' bankruptcy filing came amid slumping sales and mounting debt, which grew to about $5 billion. The chain has faced increasing competition from Amazon, Walmart, and Target.
The comeback can be explained in two ways. First and perhaps most obviously, the Toys R Us brand survived the U.S. bankruptcy. Stores in other countries continued. Their acquisition by Go Retail Group and a wide variety of partnerships, like those with, Macy's have allowed them to rebuild profit.
Secondly, they are not the same Toys R Us store that a decade ago could not compete with Amazon's convenience or Walmart's and Target's prices. As the in-person shopping experience has become something of a novelty, they've focused on the physical aspect, rarer collectibles, specific fandoms, hotly anticipated product launches, and other unique in-person events.
Some of the new stores will also feature candy shops and cafés.
All five current California locations are listed below:
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