Toys 'R' Us Plans Major Expansion with 120 New Stores as Adult Toy Purchases Surge
The iconic retailer is reopening locations across the US, driven in part by a growing market of adult consumers, known as 'kidults,' who are increasingly purchasing toys.
Toys 'R' Us is set to open 120 new standalone stores across the United States this holiday season, marking its most significant expansion in nearly a decade. This move aims to re-establish the brand's presence after its 2017 bankruptcy and subsequent closure of its U.S. stores, which once numbered around 750.
The resurgence of the brand is being significantly fueled by adult consumers, a demographic that now accounts for the majority of toy sales. According to consumer research firm Circana, U.S. toy sales increased by 17 percent in the first half of 2026, the strongest performance for that period in six years. Adults aged 18 and older represented 55 percent of these sales, with collectibles, trading cards, and other fan-centric products proving particularly popular. Sales of toys purchased by adults rose by 25 percent, a trend that has led to the popular industry term 'kidults.'
Jamie Uitdenhowen, executive vice president of Toys 'R' Us at parent company WHP Global, noted that the industry's consumer base now "extends well beyond kids." The new stores will feature major brands such as LEGO, Barbie, Hot Wheels, and Pokémon, along with merchandise tied to current entertainment trends like KPop Demon Hunters.
These new locations will generally range from 3,500 to 7,500 square feet, a smaller format compared to the large stores of the past. The expansion is being conducted in partnership with Go! Retail Group, which has been developing the brand's brick-and-mortar presence through smaller stores and pop-ups. The new stores are expected to open in the coming weeks, ahead of the holiday shopping season, with locations announced at various shopping destinations, including Woodbury Common, The Westchester in White Plains, New York, and the Mall at Short Hills in New Jersey.
Many of these new sites are being leased on one-year terms, suggesting this rollout may not represent a permanent return to the expansive retail footprint the brand once held. Currently, there are approximately 40 standalone Toys 'R' Us stores in the U.S., including flagship locations at American Dream in New Jersey and the Mall of America in Minnesota. Additionally, the brand maintains hundreds of shops within Macy's department stores, significantly increasing its overall physical presence.
Toys 'R' Us is also exploring non-traditional retail spaces, such as airports and Navy Exchange locations, to reach a wider audience of families and travelers. The brand's revival is a notable turnaround from its struggles following a $6.6 billion leveraged buyout in 2005 by Bain Capital, KKR, and Vornado, which ultimately led to the liquidation of its U.S. stores in 2007.
While the brand evokes nostalgia for many, with its association with vast toy aisles and the famous jingle, the new store format has elicited mixed reactions online. Some nostalgic shoppers and collectors have expressed enthusiasm, while others have voiced concerns about whether the smaller stores can replicate the experience of the original chain or offer a sufficient selection of adult collectibles. This reflects the ongoing challenge for Toys 'R' Us to recapture its past magic while competing with major retailers like Walmart, Target, and Amazon.