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The new stores are an
part of the company's
in America. Toys R Us closed its last U.S. stores in 2018 after it filed for
. It reopened two physical stores in 2019. In 2022, it began opening shops inside the
American department store Macy's. Toys R Us now has about 400 shops inside Macy's stores across the USA. The company says toys are becoming more
with adults as well as with
. The market
company Circana said toy sales among adults are
strong. A vice-president at Circana said toys are becoming "
, fandom ecosystems, and
experiences" for adults rather than just toys for children.