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Toys ‘R’ Us is opening 120 new stores as grownup collectors fuel toy sales

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Cite

Wile, R. (2026, September 18). Toys ‘R’ Us is opening 120 new stores as grownup collectors fuel toy sales. NBC News. https://www.nbcnews.com/business/consumer/toys-r-us-opening-120-new-stores-rcna598543

Dated when The Aporia collected the article, usually within hours of publication. Check the original for its exact date and byline.

NBC News · collected 2026-09-18 · by Rob Wile

Quick Summary

Toys "R" Us plans to open 120 new standalone stores this holiday season, bringing the total to 160 locations nationwide. The retailer's expansion is fueled by growing toy sales among adult-only households, which now account for 55% of total toy industry receipts and have increased by 16%. This trend reflects a broader shift towards "analog" products that function as hobbies or social experiences, expanding the consumer base beyond traditional children’s markets.
Written by AI on 2026-09-18, from this article's own text only (the story summary below draws on all the coverage).

AI analysis

Story summary

Toys "R" Us is planning its largest expansion since 2017, with the opening of 120 new standalone stores across the country, bringing the total to 160 by Christmas. This growth is driven by adult consumers buying toys for personal hobbies and collectibles rather than just for children. According to Circana, toy sales grew 17% in the first half of 2023, marking the strongest performance since 2020, with adults accounting for 55% of all toy purchases. The expansion includes locations like Woodbury Commons and Westchester in White Plains, NY, and the Mall at Short Hills in Millburn, NJ. This trend reflects a shift towards toys functioning more as hobbies and social experiences than traditional children's products, fueling renewed interest from mature consumers in brands such as LEGO, Barbie, Hot Wheels, Pokémon, and KPop Demon Hunters.

Written for “Toys R Us Expansion” on 2026-11-03, grounded in this article and the 1 other(s) covering the same event.

Story

📰 Toys R Us Expansion
Other · 2 article(s) covering the same event. See how they differ ↓

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This article reads unscored and hedges 5% of its claims. Each row says how that neighbour differs.
How this article was measured signals, leaning charts, publisher record, byline, topics and claims

Signals How these are calculated →

Claims extracted
19
sentences that state something as happening or true
Uncertain
5%
1 of 19 hedged ("reportedly", "may", "according to")
Leaning
not political
takes no side on a contested political question
Publisher signals
60/100
NBC News's corrections and hedging, across everything collected from it. Not a measure of accuracy.
Outlets on this story
2
Other
Same framing elsewhere
1
articles that frame the event the way this one does
Analyzed 2026-09-18 · how these are computed

How this is being covered How these are calculated →

Article leaning vs. publisher reliability
Source leaning vs. consistency

Publisher

NBC News · 2014 article(s) · 1 correction(s) detected
Running correction rate · 1 correction(s)

Who wrote this

Rob Wile
9 article(s) here · 1 carrying a prediction
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🔮 In total, 160 standalone stores will be open in time for Christmas, the company said.
Also by Rob Wile
Nothing else under this byline is closely related to this article, so these are simply their most recent.
All 9 articles by Rob Wile →

Topics

Circana Hot Wheels LEGO Pokémon Toys “R” Us

Subjects

Toys “R” Us ORG · 6× Circana ORG · 4× Hot Wheels ORG · 2× LEGO ORG · 2× Pokémon ORG · 2× Entertainment Knowledge Group ORG · 1× FIFA ORG · 1× Kristen McLean PERSON · 1× Macy’s ORG · 1× NFL ORG · 1×

Narrative

“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.
framing: assertive · carried by 1 article(s) · first seen 2026-09-18
🔮 In total, 160 standalone stores will be open in time for Christmas, the company said.

Claims (19 extracted, 1 hedged)

Some people never seem to grow up. asserted
people → seem → ?
A resurgent Toys “R” Us is hoping to take that fact to the bank. asserted
Us → hop → bank
The storied chain announced Thursday it was opening 120 standalone Toys “R” Us locations this holiday season. asserted
it → announce → locations
In total, 160 standalone stores will be open in time for Christmas, the company said. asserted
company → say → Christmas
The chain is already featured at numerous Macy’s outlets across the country. asserted
chain → feature → country
Expect to see many adults and even teens shopping for themselves at these locations, in addition to the usual holiday shopping for kids. asserted
adults → expect → kids
Toy sales among adult-only households have now outpaced households with children for toy sales, growing 16% through June, according to market research group Circana, equivalent to 55% of total toy industry receipts. uncertain
sales → outpace → receipts
Toy sales among all adults are growing 25%, only slightly behind the teen group at 33%. asserted
sales → grow → %
Together, teens and adults generated nearly 60% of the industry’s incremental dollar gains in the first half, Circana said. asserted
Circana → generate → half
The trends have helped toys see their strongest overall first-half-of-the-year sales in six years. asserted
toys → help → years
It’s part of a broader trend toward so-called “analog” products in an increasingly digital world. asserted
It → ’ → world
“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. asserted
McLean → see → Group
“That’s expanding the consumer base and creating new opportunities for manufacturers and retailers that understand how to engage collectors, enthusiasts, gifters, and self-purchasers.” asserted
that → expand → collectors
Toys “R” Us didn’t mention adult collectors in its announcement. asserted
Us → mention → announcement
The top toy brands today include Pokémon; major sports leagues like NFL, FIFA, and MLB; Marvel, Star Wars, Hot Wheels, and LEGO Botanicals, Circana said. asserted
Circana → include → NFL
Toys “R” Us named LEGO, Barbie, Hot Wheels, Pokémon, and KPop Demon Hunters as the top brands it plans to offer. asserted
it → name → brands
In its heyday, Toys “R” Us had more than 1,000 locations across the United States. asserted
Us → have → States
But it filed for bankruptcy in 2017 as it was boxed out by larger rivals such as Walmart and Amazon amid a broader downturn in brick-and-mortar sales as e-commerce began to boom. asserted
commerce → file → sales
Today, Toys “R” Us is managed by WHP Global, a group backed by private equity that also oversees Babies “R” Us, as well as a suite of fashion brands including Express, Marc Jacobs and Vera Wang. asserted
that → manage → Express
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