Toys 'R' Us Plans 120 New Stores, Targeting Adult Collectors
Toys 'R' Us is set to open 120 U.S. stores this holiday season, nine years after its bankruptcy. The retailer is courting adult collectors, as sales of toys bought for adults have climbed 25%. The new stores will be smaller and include spaces for brand events and video content.
The retailer’s 2017 bankruptcy stemmed from a heavily debt-financed $6.6 billion buyout in 2005 by Bain Capital, KKR, and Vornado Realty Trust, leaving it with over $5 billion in debt. That financial burden left little room to adapt as shopping habits shifted, ultimately forcing the closure of more than 800 stores. The new expansion is a leaner model, with smaller footprints and lower investment, resembling pop-up shops in malls and shopping centers, according to former CEO Gerald Storch.
The strategy leans heavily on adult fandom, with Circana data showing a 25% jump in toys purchased by adults. New locations will feature Creator Studios, where brands and creators can film videos, unveil products, and host launch events. This aims to make shopping a shareable experience, similar to how Jellycat’s in-store events have turned toy purchases into social-media moments, while also catering to adults seeking quiet, craft-based activities.
This expansion could reshape physical retail for adult hobbyists, offering a tangible gathering space for collectible communities that currently thrive online. It may also boost foot traffic for malls and shopping centers, though its long-term success hinges on whether nostalgia alone can convert one-time visitors into loyal customers. The model could influence how other retailers blend in-store events with digital content, potentially altering consumer expectations for experiential shopping and giving adult collectors a new social outlet.