The comeback can be explained in two ways. First and perhaps most obviously, the Toys R Us brand survived the U.S. bankruptcy. Stores in other countries continued. Their acquisition by Go Retail Group and a wide variety of partnerships, like those with, Macy’s have allowed them to rebuild profit.
Secondly, they are not the same Toys R Us store that a decade ago could not compete with Amazon’s convenience or Walmart’s and Target’s prices. As the in-person shopping experience has become something of a novelty, they’ve focused on the physical aspect, rarer collectibles, specific fandoms, hotly anticipated product launches, and other unique in-person events.