Toys R Us is opening 120 new stores, and some say adults are the reason

Toys R Us announced 120 new standalone stores opening this holiday season, bringing its U.S. total to 160. The company didn’t actually say it was for “kidults”,but then it announced Creator Studios, candy shops and cafés, which are not for toddlers.

Toys R Us is opening 120 new stores across the country this holiday season.

The company announced the expansion Sept. 17 with Go! Retail Group, a family-owned retailer based in Austin, Texas. It’s the biggest U.S. push the brand has made in years.

That brings the total to 160 standalone stores by the holidays. Right now there are 40, plus Toys R Us shops inside Macy’s locations nationwide.

Eight years ago the chain had zero.

Adults are buying most of the toys now

Toys R Us never uses the word “kidult.” It does say the stores are built for “kids, gift-givers, collectors and fans of all ages.”

But it’s “Kidults” and tabletop card game speculators.

Adults 18 and older accounted for 35% of total U.S. toy industry growth through April 2026, according to Circana. The global toy market grew 14% in value during the first half of this year, its fastest pace in a long time, and adult collectors buying trading cards, collectibles and licensed products drove most of it.

Collectibles as a category grew 33% in 2025 and kept leading through 2026.

The Toy Association found that 81% of parents added a toy for themselves to their holiday list in 2025. The year before it was 72%.

Grown-ups are not just tagging along anymore. They’re the customer.

Creator Studios are not for children

Select locations will include Creator Studios. These are dedicated spaces where influencers, creators and toy brands can shoot content, unveil products and host launch events.

That amenity exists because a meaningful share of toy sales now happens through creator content and online communities rather than a display at the end of an aisle. Toys R Us built rooms for it.

Some stores will also add candy shops and cafés, which keeps people inside longer.

What’s actually on the shelves

The new stores will carry the brands you’d expect.

LEGO, Barbie, Hot Wheels and Pokémon all made the list. So did KPop Demon Hunters.

LEGO and Pokémon in particular are two of the biggest adult-collector categories in the business. Pokémon card releases now drive demand spikes all year rather than just in December.

Orlando’s airport is getting one, which matters for Disney travelers

Toys R Us is expanding into Orlando International Airport through a partnership with WHSmith North America. The first shop opened in August. A second is scheduled for summer 2027.

MCO is the airport for Walt Disney World. Millions of families pass through it every year, most of them at the start or end of a theme park trip, many of them with kids asking for one more souvenir.

The company is running similar shop-in-shops with the Navy Exchange Service Command on military bases.

The chain went out of business in 2018

Toys R Us filed for bankruptcy protection in 2017 and closed all of its U.S. stores by the summer of 2018. Roughly 30,000 people lost jobs. For a stretch, the brand existed in America mostly as a logo and a memory.

It came back slowly. Shops inside Macy’s. A flagship store. Airport locations. Now 120 more.

WHP Global, a brand management firm, owns Toys R Us today. The company reports more than $2 billion in annual global retail sales across 1,680-plus stores in 37 countries.

“This is a major moment for Toys R Us as we significantly expand our presence across the United States,” said Jamie Uitdenhowen, executive vice president of Toys R Us at WHP Global.

Why this expansion might actually stick

The old Toys R Us model had a problem. It sold the same toys as Walmart and Target, usually for more, in a building that cost a lot to run.

The new one is chasing a different shopper. Adult collectors pay more per item. They buy year-round instead of only in December. They care about finding the thing rather than getting the lowest price.

Gideon Schlessinger, CEO of Go! Retail Group, framed it around the feeling of the store itself.

“There’s something special about walking into a Toys R Us store, especially during the holidays,” he said.

That’s the bet. Not cheaper toys. A place worth going to.

Store locations are posted at the Toys R Us store locator. The company hasn’t announced which locations get Creator Studios.

Article compiled with the help of the Pirates & Princesses newsroom.

Pirates and Princesses is your destination for Disney news, theme park updates, and the pop culture you love. From Disney cruises and travel tips to Disney fashion, food, collectibles, and movie news, PNP covers it all. Visit us at piratesandprincesses.net for daily coverage. Follow PNP on Facebook and Instagram, and listen to the Pirates & Princesses podcast on Apple Podcasts and YouTube.

Hat Tips:

• Toys”R”Us via PR Newswire (Sept. 17, 2026), the expansion announcement, store counts, Creator Studios, the Orlando airport and Navy Exchange partnerships, and the Uitdenhowen and Schlessinger quotes
• Circana (Jan. 27 and Aug. 10, 2026), the global toy industry growth figures, the 35% adult share of U.S. toy growth through April 2026, and the collectibles category data
• The Toy Association (2025), the survey on parents buying toys for themselves
• New York Post (Sept. 17, 2026), the report that surfaced this coverage

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