Childhood wonder isn't limited to a physical age, and Toys 'R' Us is banking on those who still take pride in their toy collections.
Toys ‘R’ Us Is Opening 120 New Stores as Adults Who ‘Don’t Wanna Grow Up’ Fuel Toy Boom
During the early 2000s, Toys 'R' Us was the crown jewel of toy retailers and frequently marketed to children. This time around, adults could propel the franchise's revenue.
Toy sales among adults grew 25 percent this year, according to market research group Circana, making them the largest contributor to industry growth.
Toy Sales Among Adults Are Booming
Circana added that toy sales among adult-only households have now outpaced households with children, growing 16 percent through June. Notably, adult-only households accounted for 55 percent of toy sales.
"We're seeing toys increasingly function as hobbies, fandom ecosystems, and social experiences. Rather than traditional children's products," said Kristen McLean, vice president of client insights for Circana's Entertainment Knowledge Group. "That's expanding the consumer base. [It's] creating new opportunities for manufacturers and retailers that understand how to engage collectors, enthusiasts, gifters, and self-purchasers."
With a new wave of consumers ready to purchase toys and collectibles, Toys 'R' Us is eager for its potential resurgence.
"This is a major moment for Toys 'R' Us as we significantly expand our presence across the United States," Jamie Uitdenhowen, executive vice president of Toys "R" Us at parent company WHP Global, said in a statement.
"Together with our incredible partners, we are growing Toys 'R' Us in unique ways to meet customers wherever they are. Whether that's at a standalone store in their hometown, inside Macy's, at the airport or at a Navy Exchange," he continued. "Toys 'R' Us has always been a place for discovery. We're building on that legacy by bringing customers the hottest toys, biggest trends and experiences that make the brand unlike any other."
Toys 'R' Us named LEGO, Barbie, Hot Wheels, and Pokémon as the top brands it plans to offer.
At its peak, Toys 'R' Us boasted over 1,000 locations.
Some of its new locations will offer added features. The storied franchise announced that select stores will include cafes and candy shops.
