Toys R Us Opened New Seasonal Store at Destiny USA
The retailer has launched a temporary storefront in Syracuse, managed by a third-party partner.
Updated on Oct. 12, 2026 in Retail
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Toys R Us opened a new seasonal retail location on the second floor of Destiny USA in Syracuse. The shop, which replaces a former menswear storefront, offers a selection of toys, books, puzzles, and games.
Why it matters
The move demonstrates how the brand is scaling its physical presence through seasonal partnerships rather than traditional long-term leasing. This approach allows the chain to capture localized holiday traffic while maintaining its existing footprint within Macy's at the same mall.
The chain is currently rolling out 120 new locations nationwide, a figure that includes 40 standalone storefronts. This expansion supplements the retailer's existing footprint, which currently includes a small shop-in-shop presence inside Macy's at Destiny USA.
The players
Toys R Us
A well-known toy retailer currently expanding its national store count through seasonal and standalone formats.
Go! Retail Group
An Austin-based company that manages retail operations and seasonal store experiences for third-party brands.
Destiny USA
A major retail and entertainment destination located in Syracuse, New York.
The details
The new storefront occupies the space previously used by Via Roma. Operations are managed by the Austin-based Go! Retail Group, which handles the third-party execution of the seasonal store. This model allows the brand to test demand in specific malls without committing to permanent real estate infrastructure.
Timeline
September 2026: Toys R Us announced plans for 120 new store openings.
October 12, 2026: The new location opened to the public at Destiny USA.
Market Landscape
This opening represents a shift from the shop-in-shop model the company adopted following its bankruptcy restructuring. The strategy mirrors broader industry efforts to leverage high-traffic malls for seasonal volume without the overhead of full-year leases.
Operators in the mall-based retail sector should observe how third-party management groups like Go! Retail Group facilitate temporary expansion for legacy brands. If this seasonal location proves successful, local retail managers may see more short-term pop-up competition occupying vacant storefronts during peak holiday windows.
The takeaway
Legacy retailers are increasingly utilizing third-party management firms to bypass the complexities of permanent leasing for seasonal expansions. Operators should track whether this pop-up strategy effectively drives traffic to the primary anchor store or creates cannibalization within the same property.
Further reading
For more insight into how regional shopping centers are adapting their tenant mix, visit Retail.
Source note: This article includes information reported by Syracuse.
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