Toys ‘R’ Us Expands With 120 Stores as Adult Collector Demand Grows
Summary
Toys “R” Us plans to open 120 new stores across the U.S. by the 2026 holiday season, increasing their total from about 40 to 160 stores. This growth is driven by rising demand for toys and collectibles, especially from adults who buy toys as hobbies or investments.Key Facts
- Toys “R” Us will open 120 new standalone stores around the U.S. during the 2026 holiday season.
- This expansion will raise the total number of U.S. stores to around 160.
- The company is partnering with Go! Retail Group for this growth.
- Adult buyers now make up 55% of toy sales and are driving industry growth.
- Toy sales increased 17% in the first half of 2026, the strongest growth in six years.
- Some new stores will include special features like Creator Studios for influencers and cafés to encourage longer visits.
- Popular brands at the stores will include LEGO, Barbie, Hot Wheels, Pokémon, and K-pop Demon Hunters.
- Toys “R” Us aims to attract both nostalgic adults and collectors as well as traditional children’s shoppers.
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