Toys “R” Us to open 120 new U.S. stores for holiday season

Toys “R” Us has announced its largest U.S. expansion in nearly a decade, planning to open 120 standalone stores across the country in time for the holiday season. In partnership with Austin-based Go! Retail Group, the rollout will increase the brand’s standalone footprint from 40 to 160 locations. The expansion also includes 40 new shops within Macy’s department stores.

The growth is driven significantly by a surge in adult consumers, often referred to as “kidults,” who are purchasing toys for collecting and nostalgia. According to market researcher Circana, adults now account for approximately 55 percent of all toy purchases in the U.S., with trading cards and collectibles being major drivers of growth.

New store locations are expected to feature curated assortments from brands like LEGO, Barbie, and Pokémon. Some select locations will offer enhanced retail experiences, including candy shops, cafés, and “Creator Studios,” which are dedicated spaces for influencers and brands to produce content and host product launches.