Adults who refuse to grow up fuel Toys ‘R’ Us comeback as 120 new stores set to open

On Thursday, the company announced the move, with Jamie Uitdenhowen, Executive Vice President of Toys "R" Us at WHP Global, saying, "Together with our incredible partners, we are growing Toys “R" Us in unique ways to meet customers wherever they are, whether that's at a standalone store in their hometown, inside Macy's, at the airport or at a Navy Exchange. Toys "R" Us has always been a place for discovery, and we're building on that legacy by bringing customers the hottest toys, biggest trends and experiences that make the brand unlike any other."

Toy sales in the US increased 17 percent year-over-year in the first half of 2026, indicating the strongest performance for toys in six years. According to market research company Circana, adults now make up 55 percent of all toy sales, the New York Post reported.

The new stores will have brands such as Lego, Barbie, Pokemon, and KPop Demon Hunters. Some locations will also have candy shops and cafes. The strategy is being headed up by the Go! Retail Group that started the expansion for Toys "R" Us last year. In the coming weeks, the store locations in malls and shopping centers will reach 160.

“The toy industry is incredibly strong,” said former Toys "R" Us veteran Jamie Uitdenhowen, told reporters. He added that the toy industry has “a growing consumer base that extends well beyond kids."

“’Kidults’ have become an important part of the category,” he added, using the term that usually means adults who didn't want to let go of toys they had as children.