Toys 'R' Us is opening 120 new stores as grownup collectors fuel toy sales
4 hours ago
- Toys “R” Us is opening 120 standalone stores this holiday season, with 160 total expected by Christmas, and is already featured in Macy's outlets.
- Adults and teens are increasingly shopping for themselves, with adult-only household toy sales growing 16% and outpacing households with children, accounting for 55% of total toy industry receipts.
- Teens and adults generated nearly 60% of the industry's incremental dollar gains in the first half of the year, contributing to the strongest first-half toy sales in six years.
- The trend reflects a shift toward analog products as hobbies and social experiences, expanding the consumer base beyond traditional children's products.
- Top toy brands include Pokémon, major sports leagues, Marvel, Star Wars, Hot Wheels, and LEGO Botanicals, while Toys “R” Us will offer LEGO, Barbie, Hot Wheels, Pokémon, and KPop Demon Hunters.
- Toys “R” Us filed for bankruptcy in 2017 due to competition from Walmart and Amazon and is now managed by WHP Global.