Toys ‘R’ Us is making a major comeback with the announcement of 120 new stores, hoping to attract the now-adults who grew up with the brand. The company, which declared Chapter 11 bankruptcy in 2017, is being rebuilt by new investors who are introducing a new strategy. This includes opening standalone stores, as well as shops inside Macy’s locations around the country. The move comes as toy sales are on the rise, with a 17% increase in the first half of 2026 driven by trading cards and collectibles.
The new Toys ‘R’ Us stores will aim for a higher-end feel, with some locations featuring cafes, coffee shops, and Creator Studios, where influencers and toy brands can create content and host events. At least 40 new shops will open inside Macy’s stores, which will provide a anchor for the brand’s mall presence. Macy’s is seen as a good fit for Toys ‘R’ Us, offering a range of pricing options, from big box deals to luxury items.
Expansion Plans
In addition to the new standalone stores, Toys ‘R’ Us is also expanding its presence inside Macy’s locations. The company has announced that 40 new shops will open inside Macy’s stores around the country. This move is seen as a way for Toys ‘R’ Us to reach a wider audience and increase its market share. The new stores will offer a range of toys and games, including trading cards and collectibles, which have been driving the increase in toy sales.
Toys ‘R’ Us has been working to rebuild its brand since declaring bankruptcy in 2017. The company returned in 2019 with a few stores, but they closed in early 2021. However, new investors have been working to revive the brand, and this latest announcement is the biggest expansion of the Toys ‘R’ Us brand since its heyday in the ’90s. The company is hoping to attract the now-adults who grew up with the brand, and are likely to return with their own children and purchasing power.
Market Trends
The toy industry has seen a significant increase in sales, with a 17% rise in the first half of 2026. This increase has been driven largely by trading cards and collectibles, which have become increasingly popular among children and adults alike. Toys ‘R’ Us is hoping to capitalize on this trend, by offering a range of toys and games that appeal to a wide range of customers. The company is also introducing new concepts, such as Creator Studios, which will provide a unique experience for customers and help to drive sales.
In conclusion, Toys ‘R’ Us is making a major comeback with the announcement of 120 new stores. The company is hoping to attract the now-adults who grew up with the brand, and are likely to return with their own children and purchasing power. With a new strategy in place, and a range of new stores and concepts, Toys ‘R’ Us is well-positioned to regain its place as a leading toy retailer. The company’s expansion plans, including the opening of new shops inside Macy’s locations, will help to increase its market share and drive sales. As the toy industry continues to grow, Toys ‘R’ Us is poised to be a major player once again.
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