Toys ‘R’ Us is set to open more than a hundred new stores in the coming weeks across America as part of its biggest expansion in nearly a decade, driven by a surge in toy sales to adults
While numerous major High Street retailers are shutting their doors, children’s retail giant Toys “R” Us is launching its biggest expansion in almost ten years.
The ambitious project will see 120 physical shops open their doors across the US in the coming weeks and months.
The resurgence stems from increased interest among adult shoppers, the firm revealed on Thursday, having secured fresh agreements for numerous one-year leases throughout the US.
Data from consumer tracking firm Circana shows toy sales have experienced their most significant growth since 2020. During the first six months of 2026, toy sales jumped by an impressive 17 per cent – marking the strongest first-half showing in six years for the retailer.
This growth is predominantly driven by “kidults”, or grown-ups purchasing trading cards and collectables. Circana’s research indicates that adults now account for 55% of total toy purchases.
The new outlets opening across America will stock major brands including LEGO, Barbie, Hot Wheels, Pokémon and KPop Demon Hunters. Selected branches will additionally house their own cafés and confectionery sections, the business confirmed.
Approximately 40 stores have already launched throughout the US, featuring a 20,000-square-foot flagship branch in New Jersey and another in Minnesota.
A Toys “R” Us representative stated that the expansion initiative began last month when Go! Retail Group – which specialises in operating pop-up stores and discreetly began the Toys “R” Us revival last year – has started rolling out outlets spanning between 3,500 and 7,500 square feet.
The total number of branches is anticipated to hit 160 within the next few weeks.
While the brand may be flourishing once again, 160 sites represents merely a small proportion of the 750 stores the chain operated before filing for bankruptcy in 2017 and shuttering all its American locations.
The firm’s demise dealt a devastating blow to the toy retail industry, which had depended on Toys “R” Us to drive sales and launch new products.
In the years since, American retailers Walmart, Amazon and Target have predominantly stepped in to fill the void.
Yet, according to Jamie Uitdenhowen – a former Toys “R” Us veteran who now serves as WHP Global executive vice president – “the toy industry is incredibly strong.”
This might well signal a comeback for the toy retail giant in the coming years.
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