Toys R Us plans massive store expansion

The toy retailer announced plans to open 120 new U.S. stores by the holiday season, partnering with Austin-based Go Retail Group. This would grow its standalone footprint from 40 to 160 stores.

How Toys R Us fell from grace

The company filed for bankruptcy in 2017 with $5 billion in debt from a 2005 leveraged buyout. It liquidated U.S. operations in 2018 as Amazon, Walmart and Target intensified competition.

Adults now drive toy market growth

U.S. toy sales for adults ages 18 and older reached $1.8 billion in early 2025, up 12% year-over-year. Adults became both the fastest-growing and highest-spending age group in the toy market.

Pokemon cards lead the collecting boom

Pokemon, One Piece, NFL and MLB trading cards drove early 2025 growth. A March 2025 survey found 19% of adults bought Pokemon cards for themselves in the prior six months, with most collecting rather than playing.

Nostalgia anchors people to their past

A study in the journal Emotion found that nostalgia strengthened people's sense of connection between past and present by increasing feelings of belonging and acceptance. This continuity supported feelings of vitality.

“nostalgia strengthened people's sense of connection between their past and present by increasing feelings of belonging and acceptance”

Tangible objects beat digital overload

A 2025 randomized study found that blocking mobile internet for two weeks improved sustained attention, mental health and well-being. Building sets and card games offer an alternative to endless scrolling.

Stores now cater to collectors, not just kids

Toys R Us is stocking LEGO, Barbie, Hot Wheels and Pokemon while adding cafes, candy shops and Creator Studios. Collectors are now customers in their own right, returning beyond holidays.

Gen Z drives global collecting trend

In Britain, 76% of Gen Z adults ages 18 to 28 bought toys for themselves or another adult in 2025. Across 12 countries tracked by Circana, collectible sales climbed 32% in 2025.