Toys 'R' Us Announces a 'Major Retail Expansion'

The 2026 holiday shopping season might feel a little retro. After shuttering all of its locations in 2018 following its bankruptcy the year prior, Toys 'R' Us "announced a major US retail expansion" on Thursday: 120 new standalone stores open in time for the holidays, bringing the total to 160 standalone locations on top of its existing mini-shops inside Macy's. Fox Business notes the company's announcement did not detail the new locations, specific opening dates, or whether all the stores will stay open post-holidays.

NBC News reports that while the announcement didn't mention adults, the expansion comes as adults and teens, not kids, now drive most toy spending: households without children accounted for 55% of US toy sales in the first half of the year, with purchases by adults up 25% and by teens up 33% through June, per Circana. The research firm says toys are increasingly treated as hobbies and collectibles, fueling demand for brands like Pokémon, major sports leagues, Marvel, Star Wars, Hot Wheels, and LEGO. Once a 1,000-store giant, Toys 'R' Us is now run by brand management firm WHP Global.