Toys "R" Us has announced plans to open 120 new standalone stores by the end of the holiday season, bringing the total number of its standalone locations to 160 by Christmas. The company is also present in many Macy's stores nationwide. This expansion comes as the toy industry is experiencing a shift in consumer behavior, with adult-only households now purchasing more toys than those with children. According to market research firm Circana, toy sales in adult-only households grew by 16% through June, accounting for 55% of the total toy industry revenue. Sales to all adults increased by 25%, just slightly behind the 33% growth seen among teenagers. Together, teens and adults contributed nearly 60% of the industry's additional sales during the first half of the year, according to Circana. This trend has led to the strongest first-half toy sales in six years. Kristen McLean, vice president of client insights for Circana's Entertainment Knowledge Group, noted that toys are increasingly viewed as hobbies, parts of fandom communities, and social experiences, rather than just children's products. This shift is broadening the consumer base and opening up new opportunities for manufacturers and retailers who can effectively engage collectors, enthusiasts, and those buying for themselves. In its recent announcement, Toys "R" Us did not specifically highlight adult collectors. The top toy brands today include Pokémon, major sports leagues like the NFL, FIFA, and MLB, as well as Marvel, Star Wars, Hot Wheels, and LEGO Botanicals, according to Circana. Toys "R" Us plans to offer LEGO, Barbie, Hot Wheels, Pokémon, and KPop Demon Hunters among its top brands. Toys "R" Us once had over 1,000 stores across the United States, but it filed for bankruptcy in 2017 due to competition from larger retailers like Walmart and Amazon, as well as the growing popularity of online shopping. Today, Toys "R" Us is managed by WHP Global, a private equity-backed company that also oversees Babies "R" Us and several fashion brands, including Express, Marc Jacobs, and Vera Wang.