Toys ‘R’ Us Returns with Hundreds of Stores Hoping Adults, Too, Will Be Toys ‘R’ Us Kids

For years, Toys ‘R’ Us commercials blasted nasally children singing the jingle, “I don’t want to grow up, I’m a Toys ‘R’ Us kid.” Now, nearly ten years after declaring bankruptcy, the company is opening 120 new stores, hoping the now-adults who heard that jingle over and over again will return with all their adult purchasing power, like capitalist sleeper agents being activated decades later. Toys ‘R’ Us declared Chapter 11 bankruptcy in 2017, but new investors had been slowly building back the company’s footprint. As they announced on the website, this comes as part of a broader shift in strategy. At least some of the stores will aim for a higher-end feel with cafes, coffee shops, and, in the case of few extant stores, a new Creator Studios, “where influencers, creators, and toy brands can create content, unveil new products, and host toy reveals, launches, and special events.” In addition to 120 new standalone Toys ‘R’ Us locations, 40 new shops will open inside of Macy’s around the country. In general, Macy’s seems to be a pretty good anchor for the level of mall chic that Toys ‘R’ Us is going for, with lots of normal big box pricing, as well as the occasional luxury item to tem...