A classic toy superstore is being revived just in time for the holiday shopping season.
On Monday, Macy’s and Toys “R” Us parent company WHP Global announced that The Toys “R” Us brand would be available in every Macy’s location in the United States.
According to a press release, the rollout of the new pop-up stores will start in late July, and all locations should be finished by October 15. In-store shops will range in size, but in major cities like Atlanta, Chicago, Honolulu, Houston, Los Angeles, Miami, New York, and San Francisco, they might be up to 10,000 square feet.
In 2018, Toys “R” Us closed its U.S. locations after declaring Chapter 11 bankruptcy in 2016. The competition from online merchants like Amazon caused the brick-and-mortar toy superstore to fall apart.
In February 2019, Richard Barry, the CEO of Tru Kids Brands and a former executive at Toys R Us, said that his company planned to explore opening new standalone stores, shops inside existing stores, and expanding e-commerce.
Macy’s has been offering Toys “R” Us products exclusively online since last summer. Since then, toy sales have been 15 times higher after the retailer’s partnership with Toys “R” Us, according to Macy’s first quarter 2022 earnings report.
“Macy’s cannot wait to bring the Toys ‘R’ Us experience to life in our stores,” said Nata Dvir, Macy’s chief merchandising officer. “The customer response to our partnership with Toys ‘R’ Us has been incredible, and our toy business has seen tremendous growth.”
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