Toys ‘R’ Us in new comeback: to open 400-plus in-store shops in Macy’s

Toys “R” Us is making yet another comeback and this time it’s betting its future on Macy’s.

The toy retailer has entered into a partnership with the department store giant that includes rolling out branded in-store shops to more than 400 Macy’s stores in 2022. The deal also covers online, with a wide assortment of Toys “R” Us merchandise already available on Macy’s website. Also, the Toys “R” Us’ website will be powered by Macy’s

The Toys “R” Us shops at Macy’s will be branded with the retailer’s iconic elements, with shoppers greeted by Geoffrey the Giraffe. The shops will feature dedicated sections by age, interest and category, with interactive experiences and activation centers throughout.

Retail sales of toys in the U.S. hit $25.1 billion in 2020, up 16% over the previous year, according to The NPD Group, which called 2020 an “unprecedented year” for the U.S. toy industry.

“Our toy business grew exponentially in the past year, with many families looking to inspire their children’s imagination and create meaningful moments together,” said Nata Dvir, Macy’s chief merchandising officer. “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.” 

Brand management company WHP Global earlier this year acquired the controlling interest in Tru Kids, the parent company of the Toys “R” Us, Babies “R” Us and Geoffrey the Giraffe brands. Tru Kids bought certain intellectual property of Toys “R” Us after it filed for Chapter 11 bankruptcy protection and went on to liquidate its U.S. stores. Tru Kids in 2019 opened two pop-up Toys “R” Us locations, which they eventually closed. When WHP acquired the brand, it said it would open Toys “R” Us stores at some point going forward.

“Our partnership with Macy’s marks the greatly anticipated return of Toys”R”Us in the U.S.A., and changes the retail landscape by combining two beloved retail brands together for consumers across the nation in a completely innovative way,” said Yehuda Shmidman, chairman & CEO of WHP Global and Toys“R”Us. “We’re thrilled to be launching this new partnership together with Macy’s.”

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Toys "R" Us generates more than $2 billion in global retail sales annually through nearly 900 branded global stores outside the U.S. and e-commerce businesses in more than 25 countries.