An iconic brand is making its comeback to the high street, with new concession stores across the country. Toys "R" Us was a major retailer of toys, clothing, and baby products until 2017, when it filed for bankruptcy and subsequently closed its stores.

Now, it is returning to the UK, with 104 new stores opening over the last year. Last year, Toys "R" Us opened stores in Epsom, Godalming, Stirling (all November 8), Stockport, Alnwick, Christchurch, Bridgnorth, Hitchin, Worcester (all November 3), and Basildon (November 14). The brand also opened concessions in 23 Welcome Breaks in May, July, and August. Lauren Beitelspacher, a marketing professor at Babson College, told Marketplace that she is "very optimistic" about the brand's success, saying they can capitalise on older generations' nostalgia for the brand, and younger people's interest in in-person shopping.

"When there's no store to go into, you don't get to interact with the merchandise," Beitelspacher said. "You lose the ability to touch and feel these products."

In America, Toys "R" Us now has eight flagship stores, over 450 concessions inside Macy's department stores, and 13 seasonal stores. More Toys "R" Us stores are coming soon, according to the company website

The Express' Alex Evans visited a Toys R Us concession when it opened in a TG Jones last winter. He said: "It had loads of toys, books and board games for kids - finally giving Smyths Toys a bit of high street competition.

"I took my son with me and he was very excited to sit with 'Geoffrey' the Toys R Us giraffe and the layout is clean, bright and modern. A world away from what it was just a couple of months back."

TG Jones has also opened Hobbycraft and Claire's concessions. This comes after the owner of Hobybcraft, Modella Capita, acquired WH Smith's UK high street stores for £76 million in 2025.

Modella Capital acquired 156 Claire's stores in the UK and Ireland in September 2025 for an undisclosed sum, saving 1,000 jobs after the retailer's initial collapse.