Toys R Us, Burlington, L.L.Bean Open Hundreds of New Stores
Toys 'R' Us announced Thursday it will open 120 standalone stores this holiday season, its largest U.S. expansion in nearly a decade.
- 160 total standalone U.S. stores will be open by the holiday season.
- 17% — U.S. toy sales growth in the first half of 2026, per Circana.
- 55% of all toy sales now come from adults, Circana found.
- Stores will run 3,500 to 7,500 square feet on one-year leases.
Why it matters: Adult collectors and enthusiasts are reshaping the toy industry. Circana's Kristen McLean said toys increasingly function as hobbies and fandom ecosystems rather than children's products.
- Adult toy sales rose 25%; teens grew 33%; together they drove nearly 60% of first-half dollar gains.
- WHP Global, which owns the brand, also controls 1,680 Toys 'R' Us stores in 37 countries with $2 billion in annual sales.
How 13 sources split on this story
Where they split: Coverage agrees on the facts but divides on whether the smaller-format, lease-dependent stores can deliver the experience that made the original chain iconic.
Forbes10hL.L.Bean Opens ‘Rebooted’ Flagship, Moving The Brand Forward Into The Next Century
Newsweek1hToys ‘R’ Us Expands With 120 Stores as Adult Collector Demand GrowsSNScripps News7hToys ‘R’ Us comeback: Retailer opening 120 new stores this holiday seasonLeft coverage, 2 sources: The left frames the expansion as a consumer-trend story, leading with Circana data on adult spending and quoting an industry analyst on toys evolving into hobby and fandom markets.
Right coverage, 7 sources: The right frames the story as a nostalgic brand comeback fueled by 'kidults,' emphasizing the retailer's resilience after its 2017 bankruptcy and the cultural resonance of the original jingle.
New York Post1dToys 'R' Us to open 120 stores, biggest expansion in years -- thanks to adults who 'didn't wanna grow up'
Daily Mail8hToys 'R' Us is back but it's grown-ups who are buying. Iconic retailer to open 120 new stores as 'kidults' fuel huge toy boom
Breitbart News8hToys 'R' Us to Open 120 Standalone Stores Nationwide by Holiday Season
NTD2hToys R Us Announces Major Comeback, Plans 120 New Stores Ahead of Holidays
The Daily Wire22hAdults Who Refuse To Grow Up Are Bringing Toys ‘R’ Us Back To Your Mall
The Epoch Times22hToys ‘R’ US to Open 120 New Stores Across US
The Post Millennial7hAdults who refuse to grow up fuel Toys ‘R’ Us comeback as 120 new stores set to openWhat’s next: Locations at Woodbury Commons, The Westchester, and Mall at Short Hills open in coming weeks.
- Select stores will add cafes, candy shops, and creator studios for influencer events.
- Will one-year leases convert to long-term commitments if holiday sales meet targets?
- Can smaller-format stores compete with Walmart, Target, and Amazon on price and selection?
- Will adult collector demand hold, or does the 17% growth reflect a one-year trend?