Macy’s announced that Toys R Us “shop-in-shops” will open in more than 400 of its stores nationwide next year.
At the Toys R Us shops, Macy’s said “customers will be welcomed by Geoffrey the Giraffe before they discover and play across dedicated sections by age, interest and category. There will also be interactive experiences, activation centers and ‘iconic’ Toys R Us elements throughout.”
An “expansive assortment” of Toys R Us toys will be sold at macys.com/toysrus. Macy’s said the Toys R Us experience on its websites will let consumers search for products by age, toy type, character, and brand.
“Our toy business grew exponentially in the past year with many families looking to inspire their children’s imagination and create meaningful moments together,” Macy’s CMO Nata Dvir said in a statement. “Toys R Us is a globally recognized leader in children’s toys, and our partnership allows Macy’s to significantly expand our footprint in that category while creating more occasions for customers to shop with us across their lifestyles.”
Yehuda Shmidman, CEO, Toys R Us and owner WHP Global, said the partnership with Macy’s marks the “greatly anticipated return” of the toy store in the U.S.
Toys R Us has been re-emerging in stores and online after declaring bankruptcy in 2017 with $7.9 billion in debt. Toys R Us briefly opened pop-up stores in 2019 before closing them when the company was acquired by WHP Global.
