Toys R Us faced heavy competition from mass merchants and Amazon for years leading up to its disastrous 2017 holiday season and subsequent liquidation. Its failure opened a $1.3 billion hole in the domestic toy market, into which retailers of all types have been rushing to fill.
Walmart, Target and Amazon, which all helped set the stage for Toys R Us’s collapse in bankruptcy, are expanding their offerings. Walmart said last month that it would boost its toy assortment by 30% in stores and 40% online. Target soon followed with announced plans to double its new and exclusive toys for the season. Meanwhile, Amazon, which is reportedly planning a toy catalog this year, could boost its toy sales by as much as 30% in some categories this season, according to One Click Retail.