Toys R Us Japan taps China toymakers as 'kidults' reshape market

RetailRetailer aims to triple segment's share of sales as grown-ups drive growthBobblehead collectible figures are popular 'kidult' products featured at Toys R Us Japan's new Tokyo store in Ueno. (Photo by Yuji Murakami)YUKA KONISHIJuly 27, 2026 14:27 JSTTOKYO -- Toy retailer Toys R Us Japan is looking to profit from increasing demand from "kidults," aiming to expand sales in the segment by offering a broader range of imported, trendsetting products.