By Lena Vasquez, Community Features & Culture Editor

Toys “R” Us is making a comeback—and for a whole lot of millennials, that’s damn good news.

After years of heartbreak, bankruptcy, and closures that felt like the end of an era, the iconic toy brand is reopening stores across the U.S. just in time for the 2025 holiday season. This time, it’s not just pop-ups and nostalgia plays—they’re rolling out 10 full flagship stores along with 20 seasonal holiday shops nationwide.

And yes, California is on the list.

Three new Toys “R” Us stores are set to open in:

• Bay Street, Emeryville
• Camarillo Premium Outlets
• Long Beach

These aren’t just holiday tents or mall kiosks either. They’re part of the flagship lineup, which signals the brand is trying to stick around for the long haul.

Toys “R” Us is now backed by WHP Global and partnered with Go! Retail Group, the same crew that brought stores to Mall of America, American Dream, and the Chicago Premium Outlets. They’ve got a steady rollout going—this isn’t just a gimmick.

A Trip Down Memory Lane

For a generation that grew up singing “I don’t want to grow up, I’m a Toys ‘R’ Us kid,” the store’s return means more than just shelves full of toys. It’s a time machine. A chance to walk back into something that meant freedom, fun, and a whole lot of childhood dreaming.

Whether you’re making a day trip out of it or just stopping in for holiday gift shopping, there’s something kind of special about the idea of sharing that feeling with your own kids—or just reliving it for yourself.

Will It Last?

Hard to say. The retail world is still a beast, and nobody knows if this reboot will take. But damn if we’re not rooting for it. Because if any store deserves a second (or third) chance, it’s the one that made a whole generation believe in magic.

And even if it takes a road trip to Emeryville, Camarillo, or Long Beach—hey, maybe that’s part of the fun.

Photo by Evelyn Simak via Geograph.org.uk – Used under CC BY-SA 2.0 license