Toys ‘R’ Us announced it will open 120 standalone stores this holiday season, bringing the total number of standalone locations to 160 in time for Christmas. This expansion comes as the company seeks to capitalize on a significant shift in consumer behavior, with adults and teens increasingly purchasing toys for themselves, not just for children. The chain is also present in numerous Macy’s outlets nationwide [1].
According to market research group Circana, toy sales among adult-only households have grown 16% through June, now accounting for 55% of total toy industry receipts. Overall, toy sales among all adults are up 25%, just behind the 33% growth seen in the teen demographic. Combined, teens and adults contributed nearly 60% of the toy industry’s incremental dollar gains in the first half of the year, leading to the strongest first-half sales in six years for the sector [1].
Kristen McLean, vice president of client insights for Circana’s Entertainment Knowledge Group, noted that toys are increasingly being used as hobbies, fandom ecosystems, and social experiences, broadening the consumer base and creating new opportunities for manufacturers and retailers who can engage collectors, enthusiasts, gifters, and self-purchasers [1].
Toys ‘R’ Us plans to offer top brands such as LEGO, Barbie, Hot Wheels, Pokémon, and KPop Demon Hunters. The company, now managed by WHP Global, is leveraging these trends to reestablish its presence after filing for bankruptcy in 2017 due to competition from larger retailers and the rise of e-commerce [1].
CONCLUSION
Toys ‘R’ Us is making a significant comeback by opening 120 new stores, driven by strong growth in adult and teen toy purchases. The company is positioning itself to benefit from evolving consumer trends and a robust toy market, signaling a high-impact move for the industry this holiday season.