Toys ‘R’ Us to open 120 stores, biggest expansion in years — thanks to adults who ‘didn’t wanna grow up’

Key Points:

• Toys “R” Us is launching its largest expansion in nearly a decade, opening 120 new stores across the US to meet rising demand from adult customers, with plans to reach 160 stores soon.
• US toy sales grew 17% in the first half of the year, the strongest in six years, largely driven by adults who now account for 55% of all toy purchases, especially trading cards and collectibles.
• The new stores will feature major brands like LEGO, Barbie, Hot Wheels, Pokémon, and KPop Demon Hunters, with some locations offering cafes and candy shops to enhance the shopping experience.
• Owned by WHP Global and operated by Go! Retail Group, Toys “R” Us currently has about 40 stores, including flagship locations in major malls, and maintains 400 shops inside Macy’s stores.
• Once a dominant toy retailer with 750 US stores before its 2017 bankruptcy, Toys “R” Us is rebuilding amid a strong toy industry and a growing consumer base that includes “kidults,” or adults with youthful tastes.