Toys “R” Us is set to roll out a major expansion, announcing on September 17 that it will open 120 new standalone stores for the upcoming holiday season. The move will increase the chain’s independent locations from 40 to 160, complementing its existing shop‑in‑shop presence inside Macy’s. The expansion is being executed with Austin‑based Go! Retail Group, underscoring a commitment to bring the brand back to communities nationwide.
Adult collectors fuel growth
Retail analysts note that a growing market of adult collectors is reshaping the toy aisle. Research from market‑tracking firm Circana shows U.S. toy sales to adults 18 and older reached $1.8 billion in the first quarter of 2025, a 12 percent increase from the previous year. Adults now represent the fastest‑growing and highest‑spending demographic in the toy sector.
Collectibles such as Pokémon cards, One Piece cards, NFL and MLB trading cards, as well as building sets, are driving this trend. A March 2025 survey found that 19 percent of adults had purchased Pokémon cards in the prior six months, with many buying for display or resale rather than gameplay.
Lessons from the past
The brand’s resurgence follows a painful bankruptcy in 2017 and the liquidation of its U.S. operations in 2018. WHP Global acquired a controlling interest in 2021 after Toys “R” Us entered bankruptcy with roughly $5 billion in long‑term debt, a burden that intensified competition from Amazon, Walmart and Target. Retail experts also cite weak online execution and an uninspiring in‑store experience as factors in the previous decline.
By focusing on nostalgic products and creating destination experiences—such as in‑store cafés, candy shops and Creator Studios for influencers—Toys “R” Us aims to attract both traditional gift‑buyers like parents and grandparents and collectors who view toys as investments or hobbies.
Why nostalgia matters
Psychological research published in the journal Emotion suggests that nostalgic items can strengthen a person’s sense of belonging and vitality, offering emotional continuity across life’s changes. While buying collectibles does not guarantee these benefits, the emotional pull of familiar toys appears to resonate with many adults seeking a tangible link to their past.
Overall, the expansion reflects a broader shift in consumer behavior: a desire for tangible, offline experiences amid growing digital overload. A 2025 study in PNAS Nexus found that limiting mobile internet use for two weeks improved attention and well‑being, supporting the appeal of hands‑on activities like building sets or card collecting.
What this means for shoppers
New Toys “R” Us locations will stock a wide range of products—including LEGO, Barbie, Hot Wheels and Pokémon—while some stores will feature additional amenities to encourage community gathering and influencer events. The strategy positions the retailer to capture a lucrative niche of adult hobbyists while still serving families during holidays and birthdays.
Original reporting: The Dallas Express — read the source article.
