Toys 'R' Us Relaunches Hundreds of Stores, Targeting Adult Collectors
Toys 'R' Us is opening hundreds of new stores, aiming to attract adult consumers who contributed to a 17% surge in toy sales, particularly in trading cards and collectibles, during the first half of 2026.
For years, Toys ‘R’ Us commercials blasted nasally children singing the jingle, “I don’t want to grow up, I’m a Toys ‘R’ Us kid.” Now, nearly ten years after declaring bankruptcy, the company is opening 120 new stores, hoping the now-adults who heard that jingle over and over again will return with all their adult purchasing power, like capitalist sleeper agents being activated decades later.
Toys ‘R’ Us declared Chapter 11 bankruptcy in 2017, but new investors had been slowly building back the company’s footprint. As they announced on the website, this comes as part of a broader shift in strategy. At least some of the stores will aim for a higher-end feel with cafes, coffee shops, and, in the case of few extant stores, a new Creator Studios, “where influencers, creators, and toy brands can create content, unveil new products, and host toy reveals, launches, and special events.”
In addition to 120 new standalone Toys ‘R’ Us locations, 40 new shops will open inside of Macy’s around the country. In general, Macy’s seems to be a pretty good anchor for the level of mall chic that Toys ‘R’ Us is going for, with lots of normal big box pricing, as well as the occasional luxury item to tempt big spenders. Toy sales were up 17% in the first half of 2026, driven largely by trading cards and collectibles.
Advertisement
Related Video
Toys ‘R’ Us got undercut from all directions in the 2010s, losing marketshare to Walmart, Target, and Amazon before declaring bankruptcy in 2017. They returned in 2019 with a few stores that closed in early 2021. But that same year, new investors tried again, opening the first Macy’s sub-stores, as well as a 20,000-square-foot flagship at the American Dream mall in East Rutherford, NJ. This latest announcement is the biggest expansion of the Toys ‘R’ Us brand since its heyday in the ’90s.
Load More Login to join the conversation. Login
_Originally reported by [Consequence](https://consequence.net/2026/09/toys-r-us-new-stores-kids-adults/)._
Comments
Loading comments…