Toys R Us announced today that it will open 120 new stores across the United States. The move marks the retailer's biggest expansion in nearly a decade.

The company cited surging toy sales among adult shoppers as a key driver behind the decision. Demand from this demographic has grown substantially in recent years, prompting the chain to increase its physical footprint nationwide.

The new locations will be distributed throughout the country. Executives described the rollout as a direct response to consumer trends that favor in-person shopping experiences for toys and related products.

This expansion comes at a time when many traditional retailers have faced challenges from online competition. Toys R Us has positioned the new stores as part of a strategy to meet rising interest in collectibles, games, and hobby items popular with adults.

Store openings are expected to begin in the coming months. The company did not release specific locations or timelines beyond the total number of planned sites.

Industry observers have noted that adult toy purchases often center on nostalgia-driven items and premium products. This segment has shown consistent growth even as overall retail conditions fluctuate.

Toys R Us said the expansion reflects confidence in its brand and the broader appeal of its product offerings. The retailer plans to staff the new stores with teams focused on customer service and product expertise.