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Toys ‘R’ Us opening 120 new stores
NBC News • • business
Key Points:
- Toys “R” Us is reopening 120 standalone stores this holiday season, with a total of 160 locations set to operate by Christmas, alongside its presence in Macy’s outlets nationwide.
- Toy sales among adult-only households have grown 16% through June, now surpassing sales in households with children and accounting for 55% of total toy industry revenue.
- The toy market is benefiting from a shift toward "analog" products serving as hobbies and social experiences, expanding the consumer base beyond traditional children’s products.
- Top toy brands currently include Pokémon, LEGO, Barbie, Hot Wheels, and KPop Demon Hunters, reflecting a broad appeal to collectors, enthusiasts, and self-purchasers.
- Once a dominant retailer with over 1,000 U.S. stores, Toys “R” Us filed for bankruptcy in 2017 but is now managed by WHP Global, which also oversees Babies “R” Us and various fashion brands.
