For a generation of fans, Toys ‘R’ Us was a childhood staple, the toy company providing shoppers with a whimsical and unpredictable experience. In recent years, the company has made headlines for its various developments, having initially filed for bankruptcy in the fall of 2017. Much of this development has included partnering with an existing brick-and-mortar franchise to offer new online shopping. nobody. experience – and it looks like the company will try again. On Monday it was announced that Toys ‘R’ Us will open stores inside every Macy’s location in the United States, aiming to be fully operational by the holiday season.
“Macy’s is looking forward to bringing the Toys ‘R’ Us experience to life in our stores,” Nata Dvir, chief merchandising officer at Macy’s, said in a statement. “We hope Toys”R”Us children of all ages will discover the joy of exploration and play in our stores and that families will create special memories together. Customer response to our partnership with Toys”R”Us has been amazing and our toy business has seen tremendous growth.”
The rollout of the collaboration between Macy’s and Toys ‘R’ Us will begin in late July and tentatively end on October 15. Toys ‘R’ Us in-store locations will range from 1,000 square feet to 10,000 square feet at flagship Macy’s locations in Atlanta, Chicago, Honolulu, Houston, Los Angeles, Miami, New York and San Francisco. This footprint could increase by an additional 500 to 3,000 square feet during the 2022 holiday season.
Each location will include convenient demonstration tables for customers to interact with the toys, as well as a life-size photo op of Geoffrey the Giraffe. Macy’s will also host nine days of in-store events from October 15-23, which will include family activities and daily giveaways from brands like Barbie®, LEGO® and more.
Macy’s was previously the digital home of Toys ‘R’ Us toys, which reportedly increased the company’s toy sales 15-fold.
“As a child of Toys ‘R’ Us, I couldn’t be more excited to bring this beloved brand that so many of our customers know and love to Macy’s online and in our stores across America,” Dvir said in a statement at the time. “Our toy business has grown exponentially over the past year, with many families seeking to inspire their children’s imaginations and create meaningful moments together. Toys”R”Us is a globally recognized leader in the area of children’s toys and our partnership enables Macy’s to significantly expand this category, while creating more opportunities for customers to shop with us, regardless of their lifestyle.”
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