The brand will sell toys online and in stores.
The bankruptcy and closure of the beloved toy store chain Toys “R” Us in 2018 was a sad event felt by both kids and grown-ups. Toys “R” Us was not just a toy store but an integral part of many people’s childhood memories. In late 2019, the chain attempted a comeback with smaller locations, but the COVID-19 pandemic halted those plans. Now, Geoffrey the Giraffe is making another comeback, this time with the help of a major retail partner.
WHP Global, the current owner of Toys “R” Us, has teamed up with Macy’s department store to sell Toys “R” Us toys on Macy’s website and in their physical stores. Macy’s aims to open at least 400 Toys “R” Us shops within Macy’s stores by next year.
“Toys “R” Us is a well-known leader in children’s toys, and our partnership with Macy’s will significantly enhance our presence in this category, creating more shopping opportunities for customers in various aspects of their lives,” said Nata Dvir, Macy’s chief merchandising officer, in a statement.
We are BACK and proud to announce our new partnership with @Macys. You can now purchase toys online, and there will be 400 stores inside Macy’s throughout the US in 2022! Check out https://t.co/uGZMjODwAV for updates. This is only the beginning with much more to come – stay tuned! pic.twitter.com/Pp6HMhOg8D
— ToysRUs (@ToysRUs) August 19, 2021
Analysts suggest that Macy’s move is a strategy to compete with big-box retailers like Target, who have partnered with companies such as Apple and Ulta for in-store collaborations. The toy industry, in particular, has been lucrative for Macy’s as parents have been buying toys in large numbers to keep their kids entertained during the COVID-19 lockdowns.
