Toys R Us Launches 120 New Stores for Adults
Toys R Us is expanding with 120 new stores aimed at adult buyers, capitalizing on a surge in toy sales driven by the kidult segment. The rollout, led by WHP Global and Go! Retail Group, marks the retailer’s biggest growth push since its 2017 bankruptcy.
By Felo News Desk · Published
Toys R Us is rolling out its largest expansion in almost a decade, announcing plans to open 120 new retail locations across the United States. The move comes as toy sales hit a six‑year high, with adults now accounting for more than half of all purchases in the category.
Why Adults Are Driving the Toy Boom
Data from consumer‑tracking firm Circana shows that U.S. toy sales rose 17% in the first half of the year, the strongest performance in six years. The surge is largely fueled by adults buying trading cards, collectibles, and brand‑name toys such as LEGO, Barbie, Hot Wheels, Pokémon and K‑Pop Demon Hunters. Adults now represent 55% of all toy sales, a shift that has prompted retailers to rethink the traditional kid‑centric model.
Strategic Store Locations and Formats
New outlets will range from 3,500 to 7,000 square feet and will be situated in high‑traffic malls and outlet centers. Early openings include Woodbury Commons, the Westchester in White Plains, NY, and the Mall at Short Hills in Millburn, NJ. A flagship store in the American Dream mall in East Rutherford, NJ, and a 20,000‑square‑foot location at the Mall of America in Minnesota already showcase the brand’s new approach.
In addition to traditional toy aisles, many stores will feature cafés, candy shops, and interactive displays to create a family‑friendly atmosphere that encourages longer visits. Mall operators appreciate the presence of a Toys R Us on site, as it keeps shoppers within the mall rather than driving to big‑box competitors like Walmart or Target.
Leadership Behind the Comeback
The expansion is overseen by WHP Global, the brand‑licensing firm that owns the Toys R Us name and other high‑profile labels such as Marc Jacobs and Vera Wang. Jamie Uitdenhowen, WHP Global’s executive vice president, notes that the company’s global license covers 1,680 stores in 37 countries and generates roughly $2 billion in annual sales.
Go! Retail Group, which specializes in pop‑up concepts, is spearheading the brick‑and‑mortar strategy. The group began opening 3,500‑ to 7,500‑square‑foot stores last year and plans to add 160 outlets in the coming weeks, a fraction of the 750 locations the chain operated before its 2017 bankruptcy.
Historical Context and Future Outlook
Toys R Us was founded in 1948 by Charles Lazarus as a baby furniture shop. The brand grew into a global toy powerhouse before a $5 billion debt load and a leveraged buyout by Bain Capital, KKR and Vornado in 2005 led to its 2017 bankruptcy and the closure of all U.S. stores. The collapse left a void that Walmart, Amazon and Target filled, but the toy industry remains robust, with a growing consumer base that extends well beyond children.
Former CEO Gerald Storch highlighted the importance of mall presence, noting that shoppers prefer to stay within the mall rather than leave for discount retailers. The new strategy also taps into the “kidult” trend—grown‑ups who maintain a passion for toys and collectibles—providing a dedicated space for this demographic.
While the company has not yet disclosed a complete timeline for all 120 openings, the first wave is slated for the holiday season, positioning Toys R Us to capture the surge in gift‑shopping demand.
What’s Next?
As the rollout continues, Toys R Us will monitor sales data and customer feedback to refine store formats and product assortments. The retailer’s success will hinge on its ability to blend nostalgic brand offerings with modern retail experiences that appeal to both kids and adults.
With the toy market showing resilience and the adult segment growing, Toys R Us’s expansion could signal a broader shift in how the industry engages consumers across age groups.
Key facts
- 120 new stores announced, biggest expansion since 2017
- Adults now make up 55% of toy sales
- Stores will feature cafés and candy shops
- Expansion led by WHP Global and Go! Retail Group
- First wave opens during holiday season
Why it matters
The revival of Toys R Us demonstrates how a legacy brand can adapt to changing consumer demographics, especially the rising influence of adult collectors and the kidult market.
Frequently asked questions
How many new Toys R Us stores are opening?
The company plans to open 120 new stores across the United States, with an additional 160 expected in the coming weeks.
What is a kidult?
Kidult is a term for adults who enjoy toys, collectibles, and other items traditionally marketed to children.
Will the new stores be in malls?
Yes, many of the new locations are in high‑traffic malls and outlet centers, such as Woodbury Commons and the Mall at Short Hills.
Sources
- [1] nypost.com — originally reported as “Toys ‘R’ Us to open 120 stores, biggest expansion in years — thanks to adults who ‘didn’t wanna grow up’”
