Toys‘R’Us is making the kind of comeback nobody saw coming. Eight years after bankruptcy wiped out every U.S. store, the chain is adding 120 stand-alone locations this holiday season, going from 40 stores to 160. That’s four times the footprint in a single season, and the strategy behind it is all about who’s actually buying toys.
The answer isn’t kids. According to Circana, adults and teens drove nearly 60% of U.S. toy industry growth in the first half of 2026, with teen sales up 33% and adult sales up 25%. Even wilder, households without children now account for 55% of all toy sales nationwide. Toys have quietly become collectibles, trading cards, fandom merch, and full-on adult hobbies. Some new stores will even include Creator Studios built for influencer toy reveals, which shows exactly who the brand is chasing.
So is this a genuine shift or a moment that fades? The nostalgia is real, and so is the spending. For now, the toy aisle is open for everyone, and the grown-ups are first in line.
What’s the one toy from your childhood you’d buy again today?
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Local Lawton
Local Lawton is a contributor to LocalBeat, covering local news and community stories.