Toys ‘R’ Us Returns with Hundreds of Stores Hoping Adults, Too, Will Be Toys ‘R’ Us Kids
Toy sales were up 17% in the first half of 2026, driven largely by trading cards and collectibles. Toys ‘R’ Us Returns with Hundreds of Stores Hoping Adults, Too, Will Be Toys ‘R’ Us Kids Wren Graves
Toys 'R' Us, once a beloved children's destination filled with the jingle "I don't want to grow up, I'm a Toys 'R' Us kid," has returned with a vengeance. Ten years after declaring bankruptcy, the company is opening 120 new standalone stores, hoping to tap into the purchasing power of adults who grew up hearing that catchy tune.
The revival comes as part of a broader strategic shift for the brand. These new locations will sport a higher-end vibe, featuring cafes, coffee shops, and even a Creator Studios for influencers, creators, and toy brands to showcase their latest offerings. Additionally, 40 new shops will pop up inside Macy's locations across the country, blending Toys 'R' Us' charm with Macy's mall chic appeal.
The strategy seems to be working, as toy sales have surged 17% in the first half of 2026, particularly driven by trading cards and collectibles. Toys 'R' Us faced stiff competition in the 2010s from Walmart, Target, and Amazon, leading to a bankruptcy filing in 2017. However, new investors stepped in, launching a few stores that closed in early 2021. This latest expansion marks the brand's biggest push since its golden era in the 1990s.
Written by urgent.news from Consequence's reporting — not their text. Machine-written — may contain errors; check the original before relying on it.
