For a generation of fans, Toys ‘R’ Us is a childhood staple, as the toy company offers shoppers a strange and unexpected experience. In recent years, the company has made headlines with its various developments, having filed for bankruptcy in the fall of 2017. Much of that development has involved partnering with an existing brick-and-mortar franchise to offer a new personal shopping experience — and it looks like the company will try it again. On Monday, it was announced Toys ‘R’ Us will open stores within each of Macy’s locations in the United States, aiming to be fully operational by the holiday season.
“Maice can’t wait to bring the Toys R Us experience to life in our stores,” said Nata Dvir, Macy’s chief commercial officer, in a statement. “We hope that at Toys R Us children of all ages will discover the joy of exploring and playing within our stores and families to create special memories together. Customer response to our partnership with Toys R Us has been amazing and our toy business has grown tremendously.”
The launch of the collaboration between Macy’s and Toys ‘R’ Us will begin in late July and tentatively end on October 15. Toys ‘R’ Us locations in stores will range from 1,000 square feet to as much as 10,000 square feet at Macy’s primary locations in Atlanta, Chicago, Honolulu, Houston, Los Angeles, Miami, New York and San Francisco. This space may increase by an additional 500 to 3,000 square feet during the 2022 holiday season.
Each site will include hands-on viewing tables to allow customers to interact with the games, as well as a mockup of Jeffrey the Giraffe. Macy’s will also host nine days of in-store events from October 15 to October 23, which will include family-friendly activities and daily giveaways from brands like Barbie®, LEGO® and more.
Macy’s was once the digital home of Toys ‘R’ Us, which increased the company’s toy sales 15-fold.
“As a kid at Toys ‘R’ Us, I couldn’t have been more excited to bring this beloved brand that so many of our customers know and love at Macy’s online and in our stores across America,” Dvir said in a statement at the time. “Our toy business has grown exponentially in 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 children’s toys and our partnership allows Macy’s to expand our footprint significantly in this category, while providing more occasions for customers to shop with us across their lifestyles.”
What do you think of Toys ‘R’ Us’ new partnership with Macy’s? Share your thoughts with us in the comments below!
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