The news: Toys R Us plans to open 120 standalone stores by the holiday season, a major expansion from its current 40-store footprint. The retailer also operates store-within-a-store concepts at Macy’s, airport locations, and through the Navy Exchange Service Command.

The expansion is a bet that the right brick-and-mortar format can help Toys R Us reclaim authority in a toy market where sales are splintered across mass merchants, ecommerce platforms, and other retailers.