“I don’t wanna grow up / I’m a Toys ‘R’ Us kid.”
America’s most famous toy retailer taught generations of American children that maturity was something to avoid.
‘We’re seeing toys increasingly function as hobbies.’
Customers ‘R’ old
Turns out they listened.
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
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