7MMO
Moderator
I used to love going to Toys 'R' Us as a kid. It wasn't just the new toy that I inevitably came home with that I enjoyed; it was the experience of browsing a bunch of cool stuff in person. So I was absolutely thrilled by the news that the iconic toy store is making a comeback after closing the last of its brick-and-mortar stores back in 2018. The convenience of shopping online is in part what killed the toy store in the first place, but cultural trends are starting to shift as folks seek out real-life retail experiences once again.
I can't help but look at the incredible recovery of Barnes & Noble to explain why a Toys 'R' Us comeback makes a lot of sense in 2026.
If you've been to a Barnes & Noble recently, you've certainly noticed that it isn't just a place to buy books anymore — nor has it been since 2019 when the company started focusing on curated experiences. There are Starbucks cafés mixed with reading lounges and themed gifts stashed in little pockets all over these stores now. The most relevant newer addition — and a sign that a Toys 'R' Us comeback makes sense — is the massive toys and games section in many locations.
While Barnes & Noble is still primarily a bookstore, it has become something more by focusing on elevating the retail experience to compete in a digital economy. "I think a proper bookstore has to be curated, and that is the essence of one of the core skills of what it is to be a bookseller,” said Barnes & Noble CEO James DGaunt in a 2024 interview with CNN. “You are trying to have the titles that you think will most interest your customers and display them. The sensible thing to do is just have fun in each individual store.”
This approach is in direct opposition to Amazon's own physical bookstore efforts that launched in 2015, which focused primarily on a "ratings-first" approach to stocking books that mirrored its online store. Amazon ended up closing all of its physical bookstores back in 2022. As someone who frequented my local Amazon bookstore, it isn’t hard to see why it failed as a concept. While there were some cool sectionst to browse, the layout of the store felt like it was designed to sell you Echo devices and bestsellers only. There wasn’t much thought put into the feeling of discovery as you browsed.
It's the type of positive experience that makes you want to buy something, rather than feeling obligated to buy just because you entered the store.
And that's really the key to what Barnes & Noble has been able to achieve. The stores have been redesigned into a third space where people can feel comfortable hanging out and discover something new. It's the type of positive experience that makes you want to buy something, rather than feeling obligated to buy just because you entered the store.
Toys ‘R’ Us has clearly taken a page from the Barnes & Noble playbook in this way. The official press release about the Toys 'R' Us comeback even made a point to focus on the idea of this experience: "Select locations will introduce new experiences at the intersection of play, entertainment and content creation, including Creator Studios, dedicated spaces where influencers, creators and toy brands can create content, unveil new products and host toy reveals, launches and special events. Select stores will also feature candy shops and cafés, giving customers even more reasons to explore, discover and spend time at Toys 'R' Us."
Even the addition of “Creator Studios” feels like a step away from what Barnes & Noble has been doing for years with author signings and readings. It makes a trip to your local store more than just a shopping trip. It’s an actual event where you can leave feeling like you were part of something bigger than the toy you bought.
While Barnes & Noble established the foundation for what a successful brick-and-mortar store can look like in 2026, it's success isn’t the only reason Toys 'R' Us is attempting a comeback. The reality is that the toy market isn't just about kids anymore; it's about adults too. Toys 'R' Us kids have grown up and now have disposable income to spend on things they like, which is sometimes a lot of cool LEGO sets, collectibles, and trading card games.
Adult-only households accounted for 55% of toy sales, making them the largest contributor to the industry overall.
According to recent Circana research, "The toy industry's growth continues to be fueled increasingly by older consumers,” noting that adult-only households accounted for 55% of toy sales, making them the largest contributor to the industry overall.
With adults as a growing target market, Toys 'R' Us stores have the opportunity to attract a much larger share of the market than before. There will still be a focus on toys specifically for kids, sure, but you'll also likely find a thriving Pokémon TCG market and quite a few 18+ LEGO sets featured prominently throughout the stores when they launch this holiday season.
Looking at the success of Barnes & Noble over the last few years, it’s definitely easy to see how a more curated approach could lead to a successful Toys ‘R’ Us relaunch. This is especially true if you consider the fact that the company is planning on opening all of these new stores during the holiday season. Black Friday and Christmas are two of the biggest times of year for toy sales, and Toys ‘R’ Us will undoubtedly succeed by resurfacing during this key window of time. It feels eerily similar to how Spirit Halloween has approached the month of October every year.
The real question is, how will the company keep up the momentum after the holiday season? The toy industry may be seeing an influx in adult audiences, but that doesn’t mean they will be willing to make the trek to Toys ‘R’ Us every month. With Amazon able to offer inevitably lower prices on most of the products the company is able to sell, they will need to double down on the in-person shopping experience to keep those new stores open beyond 2026.
Continue reading...
I can't help but look at the incredible recovery of Barnes & Noble to explain why a Toys 'R' Us comeback makes a lot of sense in 2026.
How Barnes & Noble Bounced Back
If you've been to a Barnes & Noble recently, you've certainly noticed that it isn't just a place to buy books anymore — nor has it been since 2019 when the company started focusing on curated experiences. There are Starbucks cafés mixed with reading lounges and themed gifts stashed in little pockets all over these stores now. The most relevant newer addition — and a sign that a Toys 'R' Us comeback makes sense — is the massive toys and games section in many locations.
While Barnes & Noble is still primarily a bookstore, it has become something more by focusing on elevating the retail experience to compete in a digital economy. "I think a proper bookstore has to be curated, and that is the essence of one of the core skills of what it is to be a bookseller,” said Barnes & Noble CEO James DGaunt in a 2024 interview with CNN. “You are trying to have the titles that you think will most interest your customers and display them. The sensible thing to do is just have fun in each individual store.”
This approach is in direct opposition to Amazon's own physical bookstore efforts that launched in 2015, which focused primarily on a "ratings-first" approach to stocking books that mirrored its online store. Amazon ended up closing all of its physical bookstores back in 2022. As someone who frequented my local Amazon bookstore, it isn’t hard to see why it failed as a concept. While there were some cool sectionst to browse, the layout of the store felt like it was designed to sell you Echo devices and bestsellers only. There wasn’t much thought put into the feeling of discovery as you browsed.
It's the type of positive experience that makes you want to buy something, rather than feeling obligated to buy just because you entered the store.
And that's really the key to what Barnes & Noble has been able to achieve. The stores have been redesigned into a third space where people can feel comfortable hanging out and discover something new. It's the type of positive experience that makes you want to buy something, rather than feeling obligated to buy just because you entered the store.
Toys ‘R’ Us has clearly taken a page from the Barnes & Noble playbook in this way. The official press release about the Toys 'R' Us comeback even made a point to focus on the idea of this experience: "Select locations will introduce new experiences at the intersection of play, entertainment and content creation, including Creator Studios, dedicated spaces where influencers, creators and toy brands can create content, unveil new products and host toy reveals, launches and special events. Select stores will also feature candy shops and cafés, giving customers even more reasons to explore, discover and spend time at Toys 'R' Us."
Even the addition of “Creator Studios” feels like a step away from what Barnes & Noble has been doing for years with author signings and readings. It makes a trip to your local store more than just a shopping trip. It’s an actual event where you can leave feeling like you were part of something bigger than the toy you bought.
Kids Aren't the Only Target Market Anymore
While Barnes & Noble established the foundation for what a successful brick-and-mortar store can look like in 2026, it's success isn’t the only reason Toys 'R' Us is attempting a comeback. The reality is that the toy market isn't just about kids anymore; it's about adults too. Toys 'R' Us kids have grown up and now have disposable income to spend on things they like, which is sometimes a lot of cool LEGO sets, collectibles, and trading card games.
Adult-only households accounted for 55% of toy sales, making them the largest contributor to the industry overall.
According to recent Circana research, "The toy industry's growth continues to be fueled increasingly by older consumers,” noting that adult-only households accounted for 55% of toy sales, making them the largest contributor to the industry overall.
With adults as a growing target market, Toys 'R' Us stores have the opportunity to attract a much larger share of the market than before. There will still be a focus on toys specifically for kids, sure, but you'll also likely find a thriving Pokémon TCG market and quite a few 18+ LEGO sets featured prominently throughout the stores when they launch this holiday season.
A Holiday-First Approach Could Succeed
Looking at the success of Barnes & Noble over the last few years, it’s definitely easy to see how a more curated approach could lead to a successful Toys ‘R’ Us relaunch. This is especially true if you consider the fact that the company is planning on opening all of these new stores during the holiday season. Black Friday and Christmas are two of the biggest times of year for toy sales, and Toys ‘R’ Us will undoubtedly succeed by resurfacing during this key window of time. It feels eerily similar to how Spirit Halloween has approached the month of October every year.
The real question is, how will the company keep up the momentum after the holiday season? The toy industry may be seeing an influx in adult audiences, but that doesn’t mean they will be willing to make the trek to Toys ‘R’ Us every month. With Amazon able to offer inevitably lower prices on most of the products the company is able to sell, they will need to double down on the in-person shopping experience to keep those new stores open beyond 2026.
Continue reading...
