The return of nostalgia is bringing back Toys “R” Us as it opens 120 stores, nine years after bankruptcy
Adult collectors are helping drive a toy boom, but the new stores are smaller than the ones shoppers remember.
Toys "R" Us is reviving nostalgia by opening 120 U.S. stores this holiday season, nine years after filing for bankruptcy and closing over 800 locations. The retailer aims to attract both kids and adults, who have increasingly purchased toys, collectibles, and trading cards for themselves. The comeback is driven by a 17% rise in U.S. toy sales in the first half of 2026, with a 25% increase in adult toy purchases.
Jamie Uitdenhowen, Toys "R" Us' executive VP at WHP Global, stated that adults are a growing part of the customer base, with nostalgia playing a key role. The new stores will feature Creator Studios where toy brands can showcase products and host events. While the new locations may be smaller than the past Toys "R" Us, they still hold significant brand power, but success will depend on offering competitive pricing and convenience, as parents and adults alike may still turn to online retailers like Amazon, Walmart, or Target for their toy shopping needs.
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