How to Sell to Adults Who Will Never Grow Up
Toys R Us announced 120 new standalone stores for the 2026 holiday season, bringing its total to 160 locations across the United States in partnership with Go Retail Group. The brand filed Chapter 11 in 2017 under $5 billion of debt after private equity plundered its assets, closed all US stores in 2018, and was revived when WHP Global took a controlling stake in March 2021. Macy's partnership shops launched in 2022 and drove first-quarter toy sales 15 times higher than the prior period. But the growth engine is not children's toys—it is adult collectibles. Adults now represent 55% of toy…
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