‘TOYS’ STORY: Overgrown ‘Kids’ Fuel Iconic Retailer’s Massive Comeback

Adults and teenagers are now driving an unexpected boom in the U.S. toy business, accounting for nearly 60% of the industry’s growth during the first half of 2026, according to market research firm Circana. The industry posted its strongest first half in six years.

And Toys “R” Us is betting big on its grown-up kids.

The once-bankrupt retailer is adding 120 stand-alone stores to its existing 40, quadrupling its U.S. footprint to 160 locations in a single holiday season — a 300% increase.

The expansion will also use select locations to introduce Creator Studios, where influencers and brands can unveil new products and host “toy reveals,” the company said in a press release.

It’s remarkable growth for a brand that closed every one of its U.S. stores just eight years ago. (Read more from “‘TOYS’ STORY: Overgrown ‘Kids’ Fuel Iconic Retailer’s Massive Comeback” HERE)

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