The resurgence of Toys R Us has been a significant topic in the retail world, particularly for those who grew up with the iconic toy giant. After facing numerous challenges and store closures, the brand has been meticulously working on its grand comeback. As seen in the accompanying video from Sirdork, the recent grand opening of a new Toys R Us location in Aurora, Illinois, just outside Chicago, offers a compelling glimpse into this new era. This isn’t just about bringing back a beloved name; it’s a strategic move to redefine the toy shopping experience, blending nostalgia with a curated selection of modern collectibles and children’s toys.
For many collectors, the disappearance of Toys R Us left a considerable void. Imagine a retail landscape without that sprawling, vibrant store, once a mecca for finding the latest action figures and collectibles. Now, however, the brand is actively expanding its physical footprint, with plans for additional flagship stores like the one recently opened in Long Island. This comeback signals more than just a return to business; it represents a commitment to reclaim its status as a premier destination for toy enthusiasts of all ages, adapting to contemporary retail trends.
The Resurgence of a Retail Giant: Toys R Us’s Strategic Comeback
The return of Toys R Us is not merely a nostalgic endeavor; it’s a calculated strategic pivot in the evolving retail landscape. While the brand initially experimented with smaller, experiential stores and partnerships, such as with Macy’s, these new standalone locations mark a full-fledged commitment to brick-and-mortar retail.
These stores aim to recapture the magic that once defined the Toys R Us experience, offering expansive aisles and a diverse product range. The Aurora, Illinois, grand opening serves as a significant touchstone, showcasing the potential for these larger format stores to attract both families and dedicated collectors alike. This hybrid approach allows the brand to tap into existing retail foot traffic while cultivating unique in-store experiences.
Navigating the Aisles: A Collector’s Dream (and Reality Check)
For an avid collector, stepping into a resurrected Toys R Us store is akin to embarking on a new toy hunt expedition. The video highlights a treasure trove of items, from specialized action figures to intricate model kits, though not every expectation is always met. The inventory reflects a careful balance between mainstream children’s toys and the niche collectibles that draw in a more dedicated adult audience.
Yolopark Transformers: Beyond Model Kits
Among the most exciting finds noted in the video are the Yolopark Transformers model kits, specifically the highly detailed diecast variants. Yolopark has carved a significant niche in the collector community for its exceptional quality, intricate designs, and often robust construction.
These aren’t simple snap-together models; they represent a pinnacle of engineering and aesthetic appeal, often featuring premium materials. Imagine unboxing a Yolopark kit, spending hours meticulously assembling Optimus Prime or Bumblebee, and ending up with a display piece that rivals high-end action figures in articulation and presence. The presence of such premium lines at Toys R Us underscores its ambition to cater to discerning collectors.
Marvel & DC Legacy: Diamond Select, McFarlane, and Beast Kingdom
The store’s inventory also prominently features a strong representation from both Marvel and DC universes, a cornerstone for many action figure enthusiasts. Diamond Select offers collector-focused statues and figures, known for their detailed sculpts and larger scale. In contrast, McFarlane Toys continues to expand its extensive DC Multiverse line, including highly sought-after Gold Label exclusives that often feature unique paint applications or accessories.
For Marvel Legends collectors, the sight of retro card back figures evokes a powerful sense of nostalgia, harkening back to classic toy lines. Beast Kingdom’s D-Stage and 4D retro build figures add another layer of variety, offering stylized depictions of beloved characters that appeal to a different aesthetic preference. While the Marvel Legends section in Aurora was noted as “pretty small,” the variety from other brands signals a broader commitment to comic book collectibles.
Teenage Mutant Ninja Turtles: From Classic to Ultimate
The Teenage Mutant Ninja Turtles franchise enjoys a strong presence, showcasing figures from both Super Seven and Playmates. Super Seven’s ‘Ultimate’ line is highly regarded by collectors for its premium articulation, detailed sculpts, and extensive accessories, often drawing inspiration from various comic and animated iterations.
The video specifically mentions the “Eastman and Laird’s illustrative guys,” referring to figures that capture the original, grittier art style of the TMNT comic creators. This contrasts sharply with the more mass-market Playmates figures, offering collectors a choice between high-end display pieces and more traditional, affordable play-oriented toys. This dual approach helps Toys R Us appeal to both casual fans and dedicated collectors.
The Unexpected Finds: Neca, Wilder Toys, and More
A true toy hunt is defined by the unexpected discoveries, and the Aurora Toys R Us delivered on this front. The presence of an Iron Maiden Neca figure, for example, caters to a very specific niche of horror and music memorabilia collectors. The mention of Stranger Things figures from Wilder Toys, particularly significant given the speaker’s personal connection to their photography, highlights how retail shelves can become a canvas for discovery.
However, the absolute standout for the speaker was the Shrek Bendyfig and the Super Seven Ultimate Squidward, a figure previously featured in a dedicated video and widely considered sold out elsewhere. These “random finds” exemplify the unique appeal of a large-format store that can stock an eclectic mix, providing genuine surprises that can make a visit truly memorable for those searching for hard-to-find items.
Decoding Collectible Value: Pricing, Exclusivity, and the Hunt
One of the more contentious aspects of collectible hunting, as highlighted in the video, often revolves around pricing. The speaker notes a significant discrepancy with a figure that retails for $15 at stores like Ross being priced at $30 at Toys R Us, calling it “outrageous.” This observation underscores a critical point for collectors: understanding market value and retail distribution channels is paramount.
While the thrill of the toy hunt lies in discovering rare pieces, the joy can be tempered by inflated prices. Collectors often leverage their knowledge of exclusives—such as McFarlane’s Gold Label series—and typical pricing models to decide whether a find is truly a deal or an overreach. The comparative lack of certain Marvel Legends lines in the US store versus what’s available in Canadian Toys R Us locations further illustrates how regional distribution and pricing strategies can vary significantly, impacting what collectors can expect.
Beyond the Action Figures: Diverse Offerings and Nostalgia
While the video focuses heavily on action figures and collectibles, the Aurora Toys R Us is, at its core, a sprawling toy store designed for a broad audience. Beyond the specialized sections, the store offers a vast array of products catering to various interests and age groups.
Funko Pop! and Blind Boxes: The Thrill of the Chase
For fans of pop culture, the dedicated Funko Pop! section is a major draw, featuring Toys R Us exclusive variants—including different Geoffrey models. The store also boasts an extensive selection of blind boxes from various lines, such as Super Seven Power Rangers, Godzilla, and popular Pop Mart series. The inherent unpredictability of blind boxes adds a layer of excitement, turning each purchase into a mini-lottery for a coveted chase figure, a phenomenon well-understood by collectors.
Schleich and Imaginative Play: Quality for All Ages
The Schleich section, with its detailed animal figures and fantasy creatures, offers a contrasting appeal. Known for their high-quality sculpts and realistic paint applications, Schleich figures appeal not only to children for imaginative play but also to adult collectors who appreciate their artistry and use them in dioramas or photography. From farm animals and wildlife to dragons and mythological beasts, Schleich provides durable, collectible figures that bridge the gap between educational play and serious collecting.
Embracing Nostalgia: Apparel and Geoffrey’s Return
No Toys R Us comeback would be complete without a strong embrace of its heritage and mascot, Geoffrey the Giraffe. The store features a range of nostalgic merchandise, including Toys R Us branded T-shirts (with classic designs or Geoffrey’s head peeking out) and even a Geoffrey action figure and collector pin. These items serve as powerful nostalgic touchpoints, allowing visitors to visibly express their connection to the brand and take home a piece of its enduring legacy. The presence of plushies, including a giant Pikachu Squishmallow and an unexpected Quagsire, further solidifies its appeal to various pop culture fandoms.
The Evolving Retail Experience: What Toys R Us Means Today
The Aurora, Illinois, Toys R Us grand opening signifies a bold step for the brand, embodying a modern retail experience that is expansive and diverse. It’s evident the store aims to be more than just a place to buy toys; it strives to be a destination. While a dedicated collector might find some specific Marvel Legends items to be less abundant than expected, the overall experience is filled with pleasant surprises and a vast range of products.
From high-end Yolopark Transformers and exclusive McFarlane figures to nostalgic apparel and comprehensive Schleich collections, the store offers a broad appeal. The journey through its aisles, as highlighted in the video, is a testament to the thrill of discovery and the enduring power of a beloved brand. If you’re in the area and possess an affinity for action figures, collectibles, or simply the magic of a toy store, a visit to this Toys R Us location is 100% worth going in.
Toys R Us Toy Hunt Q&A
What is happening with Toys R Us?
Toys R Us is making a grand comeback by opening new standalone physical stores after facing previous closures.
Where is a new Toys R Us store mentioned in the article?
A new Toys R Us location recently had its grand opening in Aurora, Illinois, which is located just outside Chicago.
What kind of products can I find at the new Toys R Us stores?
You can find a diverse selection of products, including modern collectibles like action figures and model kits, alongside classic children’s toys and nostalgic merchandise.
Are the new Toys R Us stores only for children?
No, the new stores aim to attract both families looking for children’s toys and dedicated adult collectors seeking specialized items.