Toys ‘R’ Us to Open 120 New Standalone Stores Ahead of Holiday Season

Toys ‘R’ Us said on Thursday it will open 120 new standalone stores this holiday season, increasing its total to 160 locations by Christmas. The retailer, which already operates shop-in-shop sections in many Macy’s stores, expects the new outlets to attract both traditional family shoppers and adults or teens buying toys for themselves.

Market research firm Circana reported that toy sales to adult-only households have surpassed those to families with children, growing 16% through June and accounting for about 55% of total toy industry revenue. Overall adult toy spending rose 25%, while teen purchases grew 33%, together contributing nearly 60% of the industry's incremental gains in the first half of the year.

"We’re seeing toys increasingly function as hobbies, fandom ecosystems, and social experiences rather than traditional children’s products," said Kristen McLean, vice president of client insights for Circana’s Entertainment Knowledge Group. "That’s expanding the consumer base and creating new opportunities for manufacturers and retailers that understand how to engage collectors, enthusiasts, gifters, and self-purchasers."

Circana identified top-selling brands such as Pokémon, major sports leagues, Marvel, Star Wars, Hot Wheels and LEGO. Toys ‘R’ Us indicated it will feature LEGO, Barbie, Hot Wheels, Pokémon and K-Pop Demon Hunters among its offerings.

The chain, which once operated more than 1,000 U.S. stores before filing for bankruptcy in 2017, is now run by WHP Global, a private-equity-backed group that also manages Babies ‘R’ Us and several fashion labels.