Toys 'R' Us will open 120 new standalone stores across the U.S. this holiday season, expanding its footprint to 160 locations nationwide. The announcement marks the company’s largest retail expansion in years, following its bankruptcy and liquidation in 2017 and 2018. The move reflects a broader shift in the toy industry, where adults now account for 55% of total toy sales, according to market research firm Circana.
The expansion comes as the toy industry reports its strongest first-half sales performance in six years. Toy sales among adult-only households grew 16% through June, outpacing households with children. Combined, adults and teens generated nearly 60% of the industry’s incremental dollar gains in the first half of the year.
Retailer’s Strategy and Market Trends
Toys 'R' Us did not explicitly cite adult collectors in its announcement but emphasized the expansion as a response to rising demand for toys and collectibles. The company plans to stock popular brands such as LEGO, Barbie, Hot Wheels, Pokémon, and KPop Demon Hunters, aligning with current market trends. Top-selling categories include Pokémon, major sports leagues (NFL, FIFA, MLB), Marvel, Star Wars, and LEGO Botanicals.
Industry analysts attribute the growth to toys increasingly functioning as hobbies, fandom ecosystems, and social experiences rather than traditional children’s products. Kristen McLean, vice president of client insights for Circana’s Entertainment Knowledge Group, noted that this shift is expanding the consumer base and creating new opportunities for retailers.
Historical Context and Industry Implications
The retailer’s resurgence follows its collapse after filing for bankruptcy in 2017 and liquidating U.S. stores in 2018. The new standalone stores will operate alongside existing partnerships, such as those with Macy’s, where Toys 'R' Us sections are already featured. The expansion signals a potential long-term recovery for the brand, which once operated over 1,000 locations in the U.S.
Market data shows that toy sales among all adults grew 25%, slightly behind the 33% growth among teens. The trend reflects a broader consumer shift toward analog products in a digital world, with collectibles and trading cards driving significant revenue. Financial analyst Alex Beene highlighted the role of nostalgia in the brand’s resurgence, noting that Toys 'R' Us is now seen as a destination for collectors and enthusiasts, not just children.