Macy’s has announced that it will open Toys “R” Us locations at all 509 of its U.S. stores by the holidays. The retail chain is expanding its partnership with WHP Global to bring the beloved toy brand to every Macy’s store beginning in late July, with the last one to be put in place by mid-October.
Once considered gone for good, Toys “R” Us seems to have made a comeback from four years ago. In Macy’s reported earnings for the first quarter of 2022, toy sales were 15 times higher than the comparable period before the Toys “R” Us partnership. That's a positive sign for Macy's since some of its stores were also ready to be shuttered.
The in-store shops will range anywhere from 1,000 square feet to 10,000 square feet in the company’s flagship locations in Atlanta, Chicago, Honolulu, Houston, Los Angeles, Miami, New York, and San Francisco. The plans also have some flexibility built in so that high-performing stores with a lot of foot traffic can add 500 to 3,000 square feet and an even wider assortment of products.
“Macy’s cannot wait to bring the Toys “R” Us experience to life in our stores,” said Nata Dvir, Macy’s chief merchandising officer. "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.”
The revamped Toys “R” Us shops bring some new twists with them. In addition to hands-on demonstration tables, there will also be a life-size “Geoffrey on a Bench” available for photo opportunities.
To make the openings extra enticing, each Macy’s location will host nine days of in-store events beginning on October 15. The events will include activities for everyone in the family and daily giveaways for Barbie, LEGO, and other toy brand lovers.