Toys ‘R’ Us poised for holiday comeback via Macy’s partnership

NEW YORK — Macy’s announced Monday the expansion of its partnership with WHP Global to bring the beloved Toys ‘R’ Us brand to every Macy’s nationwide this holiday season.

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Per the announcement, every brick-and-mortar Macy’s location in the United States is slated to house an inner Toys ‘R’ Us shop by mid-October.

“Macy’s cannot wait to bring the Toys ‘R’ Us experience to life in our stores,” Nata Dvir, Macy’s chief merchandising officer, said in a prepared statement.

According to NPD Group, U.S. retail sales of toys ballooned from roughly $22 billion in 2019 to nearly $29 billion in 2021, NBC News reported.

“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,” Dvir added.

The in-store shops – featuring hands-on demonstration tables, as well as a life-size Geoffrey Giraffe sitting on a bench for family photos – will range from 1,000 square feet to 10,000 square feet, with the ability to expand up to an additional 3,000 square feet, NBC News reported.

To celebrate the openings, all Macy’s stores will host nine days of in-store events, beginning Oct. 15 through Oct. 23, which will include family-friendly activities and daily giveaways from brands like Barbie, LEGO and others, WBBM-TV reported.

Founded in 1948, Toys ‘R’ Us filed for bankruptcy in 2017, leading to the closure of roughly 900 stores nationwide and an estimated 33,000 layoffs, NBC News reported.

In March 2021, however, 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 sum. Later that year, Macy’s began offering Toys ‘R’ Us products exclusively online, the network reported.

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