Toys “R” Us is launching its biggest U.S. expansion in years, announcing plans on Thursday to open 120 new standalone stores ahead of the holiday shopping season. The retail expansion is planned as demand for toys and collectibles continues to rise among adults and children. "It’s incredible to think a brand like Toys R Us that has enjoyed more fanfare around nostalgia than its prices from over a decade ago is enjoying a resurgence in popularity and retail space, but it reflects a new reality for the toy market," Alex Beene, a financial literacy instructor for the University of Tennessee at Martin, told Newsweek.
"Whereas the retailer once was seen as a popular spot for children, now more adults have entered the toy space, viewing items as collectibles and willing to pay higher prices to get them." The expansion will increase the retailer's standalone store footprint from roughly 40 locations to 160 nationwide. The move comes as the toy industry posts its strongest first-half sales performance in six years, fueled in part by so-called adults who purchase collectibles and trading cards for themselves rather than for children. In June, toy sales among adult-only households were higher than those with children, growing 16 percent and now making up 55 percent of total toy sales, according to market research group Circana.
Rather than relying solely on traditional toy shoppers, Toys “R” Us is betting that a growing market of collectors and nostalgic adults will help support a larger brick-and-mortar presence. Toys “R” Us announced Thursday that it will open 120 new standalone stores across the United States during the 2026 holiday season through a partnership with Go! "Together with our incredible partners, we are growing Toys'R'Us in unique ways to meet customers wherever they are, whether that's at a standalone store in their hometown, inside Macy's, at the airport or at a Navy Exchange.” The company said the locations will feature a curated selection of popular toys, collectibles and gifts from major brands and franchises including LEGO, Barbie, Hot Wheels, Pokémon and K-pop Demon Hunters.
Beyond traditional retail, some locations will include new experiential concepts designed to attract customers seeking entertainment and social media experiences. Select stores will feature "Creator Studios," which are dedicated spaces where influencers and toy brands can produce content and host product launches. The company said some stores will also include cafés and candy shops, which are intended to encourage longer visits and create a more destination-oriented shopping experience.
Newsweek reached out to Toys “R” Us for comment via email. The retailer's expansion comes alongside a significant shift in the toy market. Circana reported that toy sales rose 17 percent during the first six months of 2026, the strongest first-half growth in six years.
Much of that increase came from trading cards, collectibles and other products appealing to teenagers and adults. "An adult buying a $50 LEGO set for themselves is a very different customer than a parent buying a birthday toy," Michael Ryan, a finance expert and the founder of MichaelRyanMoney.com, told Newsweek. "They have their own disposable income, they buy year-round, and nostalgia gives retailers another reason to bring familiar brands like Toys 'R' Us back." According to the research firm, adults now represent 55 percent of total toy sales.
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