Toys ‘R’ Us Expands With 120 Stores as Adult Collector Demand Grows

Toys "R" Us is launching its most significant U.S. expansion in years, with plans to open 120 new standalone stores ahead of the holiday shopping season. This expansion aims to capitalize on the growing demand for toys and collectibles among adults and children, reflecting a new reality for the toy market, according to Alex Beene, a financial literacy instructor at the University of Tennessee at Martin.

The retailer's footprint will grow from around 40 locations to 160 nationwide, increasing its presence across the United States through a partnership with Go! Retail Group.

The toy industry is experiencing its strongest first-half sales performance in six years, driven by adult collectors purchasing items as collectibles and paying higher prices for them. In June, toy sales among adult-only households surpassed those with children, growing 16 percent and now accounting for 55 percent of total toy sales.

Kristen McLean, vice president of client insights for Circana's Entertainment Knowledge Group, noted that toys are increasingly functioning as hobbies, fandom ecosystems, and social experiences.

Toys "R" Us sees this expansion as a rebirth for the brand, which filed for bankruptcy in 2017 and liquidated its U.S. stores the following year. The company aims to attract a new market of collectors and nostalgic adults, rather than relying solely on traditional toy shoppers. The new stores will feature a curated selection of popular toys, collectibles, and gifts from major brands and franchises like LEGO, Barbie, Hot Wheels, Pokémon, and K-pop Demon Hunters.

Some locations will include experiential concepts such as Creator Studios, dedicated spaces for influencers and toy brands to produce content and host product launches. Additionally, select stores will feature cafés and candy shops to encourage longer visits and create a destination-oriented shopping experience.