Toys “R” Us is set to open 120 new brick-and-mortar stores across the United States in the coming weeks and months, marking its biggest expansion in nearly a decade. The move comes as other major High Street brands continue to close locations.
Expansion Driven by Adult Demand
The company said on Thursday that the resurgence is fuelled by fresh demand from adult customers. Dozens of one-year leases have been signed across the US for the new locations.
According to consumer data tracker Circana, toy sales have experienced their biggest spike since 2020. In the first half of 2026, toy sales jumped 17 per cent, the strongest first-half performance in six years for the brand.
‘Kidults’ Drive Sales Surge
The jump is largely attributed to “kidults” – adults who are purchasing trading cards and collectibles. Circana reports that adults now account for 55 per cent of all toy sales.
The new stores will feature major brands such as LEGO, Barbie, Hot Wheels, Pokémon and KPop Demon Hunters. Some locations will also include their own cafes and lolly shops, the company adds.
From 40 to 160 Stores
There are currently about 40 stores across the US, including a 20,000-square-foot flagship store in New Jersey and another in Minnesota. The expansion push started last month when Go! Retail Group – which usually operates pop-up stores and quietly began the Toys “R” Us expansion last year – began opening 3,500- to 7,500-square-foot stores.
The number of stores is set to reach 160 in the coming weeks. This remains a small fraction of the 750 outlets the retailer had when it filed for bankruptcy in 2017 and shut all its US locations.
Industry Impact and Recovery
The company's demise crippled the toy-selling industry, which depended on Toys “R” Us to drive sales and launch new products. Since then, US retailers Walmart, Amazon and Target have largely stepped into the void.
Jamie Uitdenhowen, a former Toys “R” Us veteran and now WHP Global executive vice president, said “the toy industry is incredibly strong.” The expansion suggests a potential second coming for the toy-selling megastore in the years ahead.
