Toys R Us Opened New Store at Destiny USA
The seasonal retailer has launched a new location in Syracuse inside the former Via Roma storefront.
Updated on Oct. 12, 2026 in Retail
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Toys R Us has opened a new seasonal retail location on the second floor of Destiny USA in Syracuse. The shop occupies the space that was previously used by the menswear store Via Roma.
Why it matters
This opening represents part of a broader expansion strategy that sees the brand growing its physical footprint across the country. It serves as an additional shopping option for local residents alongside the existing small-format store already operating within the Destiny USA Macy's.
The company announced a nationwide expansion effort involving 120 new retail locations. This growth includes 40 new standalone shops managed by the Austin-based Go! Retail Group.
The players
Toys R Us
This American toy retailer operates a nationwide chain of stores selling children's products and games.
Go! Retail Group
Based in Austin, this company manages and operates various seasonal and permanent retail storefronts.
The details
Operated by the Austin-based Go! Retail Group, the new store offers a selection of toys, books, puzzles, and games. It joins the existing Toys R Us presence at the mall, which remains situated within the local Macy's department store.
Timeline
The chain announced its 120 new store openings in September 2026.
The new Syracuse store opened at Destiny USA on October 12, 2026.
Market Landscape
This opening follows the national expansion pattern set by the Toys R Us brand expansion strategy. It positions the retailer to capture seasonal holiday demand by increasing its physical footprint in major shopping centers.
Shoppers in Syracuse can now access a wider variety of toys, books, and games at the new Destiny USA seasonal location. This addition provides a standalone alternative to the smaller store layout found inside the mall's existing Macy's.
The takeaway
The addition of this seasonal shop provides local families with more physical inventory options during the busy shopping season. Residents can utilize this new standalone space for specific toy and game purchases that may not be available in the smaller in-store locations.
Further reading
For more on local shopping developments, visit the Retail section.
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Do you value having physical toy stores available in your local shopping centers?
