Macy’s expanded its partnership with WHP Global to bring the Toys “R” Us brand to all Macy’s stores this holiday season.
Beginning late July and rolling out through October 15, the in-store shops will range from 1,000 square feet to 10,000 square feet—with an additional 500-to-3000 square feet of flex space for a wider assortment of products—in flagship locations in Atlanta, Chicago, Honolulu, Houston, Los Angeles, Miami, New York, and San Francisco.
The Toys “R” Us shops will feature a life-size “Geoffrey on a Bench” photo opportunity for families. Timed with the openings, all Macy’s stores will host nine days of in-store events, beginning October 15 through October 23.
Since last August, Macy’s customers have shopped Toys “R” Us products online exclusively at macys.com/toysrus and ToysRUs.com, powered by Macy’s digital and fulfillment ecosystem. In Macy’s reported earnings for the first quarter of 2022, toy sales were 15 times higher than the comparable period before the Toys “R” Us partnership.
“Macy’s cannot wait to bring the Toys “R” Us experience to life in our stores,” said Nata Dvir, Macy’s chief merchandising officer. “We hope Toys “R” Us kids of all ages discover the joy of exploration and play within our shops and families create special memories together. The customer response to our partnership with Toys “R” Us has been incredible, and our toy business has seen tremendous growth.”
Founded in 1948, Toys “R” Us filed for bankruptcy in 2017 and closed some 900 stores in March 2021. New York-based WHP Global, a brand management firm whose other labels include Babies “R” Us, Anne Klein and Joseph Abboud, acquired the Toys “R” Us brand for an undisclosed amount. Later that year, Macy’s began offering Toys “R” Us products online.
Photos courtesy Toys “R” Us
