July 20, 2022
The toy stores will range in size from 1,000 square feet in smaller locations to up to 10,000 square feet in flagship Macy’s in Atlanta, Chicago, Honolulu, Houston, Los Angeles, Miami, New York, and San Francisco. The Toys“R”Us footprints may expand during the peak holiday season.
The stores will roll out at Macy’s beginning in late July and going through October 15. Macy’s plans some customer-friendly perks, including demonstration tables for new toys and a life-size Geoffrey giraffe photo opp.
The once-storied toy store went bankrupt and closed all its stores in 2018. It has attempted several unsuccessful comebacks via various owners.
But Toys“R”Us got a new lease on life last year thanks to the Macy’s partnership, when the two companies agreed to sell toys on Macy’s website and opened shops-within-shops at 400 department stores. Toys “R” Us products have been available on Macy’s website and ToysRUs.com since last August.
WHP Global bought the toy retailer from Tru Kids, which took over the failing brand in a liquidation sale. Tru Kids had opened stores in New Jersey and Texas, but it closed them in early 2021 because of the pandemic.
Both Macy’s and Toys“R”Us. But Macy’s had a turn of fortune in recent months—outperforming the competition. The company said in its first-quarter earnings report that its toy sales were 15 times higher than the comparable period prior to the partnership.
Research contact: @CNN