The beloved brand Toys “R” Us Canada is set to make a comeback through an innovative partnership with Staples Canada. On November 3, 2026, it was announced that Staples Canada will create dedicated shopping areas for Toys “R” Us within its stores, marking a significant revival of the brand.
Staples Canada revealed that it has reached an agreement with Next Century Ipco Can ULC to introduce both Toys “R” Us and new Parties “R” Us sections in select locations. The pilot program is set to launch on November 14, 2026, at a Staples store in Richmond Hill, Ontario. This initiative is expected to expand to approximately 300 Staples stores across Canada by the end of 2027.
While specific brands and types of toys to be sold in the new embedded shops have not been disclosed, the Parties “R” Us Canada concept will feature items such as balloons, seasonal essentials, and licensed party products. This strategic move aims to optimize retail space and attract customers looking for both office supplies and toys under one roof.
Next Century, the partner in this endeavor, is an affiliate of Ad Populum, a U.S.-based firm with experience in the toy industry through its ownership of Party City. The firm is also notable for its involvement with Graceland, the famous Elvis Presley attraction in Tennessee. Earlier in the year, Next Century acquired 150 trademarks from the Toys “R” Us Canada brand after the company, led by entrepreneur Doug Putman from Ancaster, Ontario, filed for creditor protection and put its assets up for sale.
The previous ownership sought these measures due to various challenges, including rising inflation, increased labor costs, supply chain issues, and a shift in consumer focus towards e-commerce. The company also faced numerous lawsuits from landlords and suppliers, contributing to its financial difficulties.
Among the rights acquired by Next Century were the iconic Geoffrey the Giraffe mascot, the well-known Toys “R” Us jingle, and popular phrases associated with the brand, such as “wish book,” “gotta get it deals,” and “play more … spend less.” This revamp aims to bring back the nostalgic elements of the brand while appealing to a new generation of consumers.
Meanwhile, Doug Putman’s numbered company retained control over 10 store leases, inventory, equipment, logistics contracts, and various financial assets. Legal representatives for Putman have stated that he holds a license to use the Toys “R” Us name until January 25, 2027, and has plans either to extend this agreement or potentially rebrand the business moving forward.
The revival of Toys “R” Us Canada, facilitated by this collaboration with Staples, marks a notable effort to reignite interest in the brand while catering to a modern consumer landscape. The partnership underscores a shift in retail strategies, showcasing how traditional brands can adapt to today's market demands by leveraging shared retail spaces.
