Toys 'R' Us is set to open 120 new physical stores across the US in the coming weeks and months, marking its biggest expansion in almost ten years. The move comes as many major High Street retailers are closing their doors.
The resurgence is driven by increased interest among adult shoppers, the firm revealed on Thursday, having secured fresh agreements for numerous one-year leases throughout the US.
Adult shoppers fuel growth
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 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.
New stores and brands
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 - started rolling out outlets spanning between 3,500 and 7,500 square feet.
Expansion targets and industry impact
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.
