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Macy’s and Toys ‘R’ Us set to open in-store shops; release toy guide

Geoffrey’s 100 Hot Toy List
Macy’s and Toys “R” Us reveal Geoffrey’s 100 Hot Toy List and open inn-store shops for the 2022 holiday season (Graphic: Business Wire).

Macy’s Inc. and Toys “R” Us are officially launching their partnership in time for the holidays.

As initially announced in July 2022, the department store chain is adding Toys “R” Us in-store shops to all its U.S. locations. Nationwide rollout will be complete as of Saturday, Oct. 15, which will begin nine days of in-store “Grand Opening” events, running through Sunday, Oct. 23, which will include family-friendly activities and daily giveaways from top toy brands.

The Grand Opening promotion will also feature hands-on demonstration tables for customers to interact with various toy assortments, and the Macy’s Toys “R” Us in-store shops will feature a “Geoffrey on a Bench” photo opportunity with a life-size Toys “R” Us Geoffrey the Giraffe mascot.

The shops range from 1,000 sq. ft. to 10,000 sq. ft., with the larger footprint in Macy’s flagships that include Atlanta, Chicago, Honolulu, Houston, Los Angeles, Miami, New York and San Francisco. The shops may get bigger during the holiday season, increasing by an additional 500 sq. ft. to 3,000 sq. ft. to offer a wider assortment of products.

2022 Hot Toy List
Macy’s and Toys “R” Us are also releasing the Geoffrey’s 2022 Hot Toy List. This year’s 100 Hot Toy List features the toys from brands including Barbie, Fisher-Price, LEGO, Disney, Pokémon, and Hot Wheels. The Geoffrey’s curated list will also feature an exclusive limited edition Funko Pop! Holiday Geoffrey figure wrapped up in a holiday Macy’s sweater, and a selection Toys “R” Us private label brands, including You & Me, Just Like Home, and Imaginarium.

Customers can shop toys off the Hot Toy List and thousands more, arriving through October in-store and online at and, as well as on the Macy’s app.

“We are excited to bring you Geoffrey’s Hot Toy List for the 2022 holiday season. This year, families and kids of all ages will have the Toys “R” Us experience in our stores to explore and discover all of these fun toys,” said Adeline Trento, resident toy expert at Macy’s. “We have the coolest and most beloved toys of the holiday season, sure to bring joy and excitement to every kid.”

In celebration of the launch of Geoffrey’s Hot Toys List, Toys “R” Us will be hosting a sweepstakes for customers in the U.S. to enter for a chance to win items from this year’s list. Starting on September 26, and ending on October 6, participants can enter by interacting with the Toys “R” Us Hot Toy posts on Instagram.

Each day of the sweepstakes, one toy from the Top 10 Toys of the Hot Toy List will be awarded to one winner. In addition, one grand prize winner will receive all 10 toys.

Target teams up with FAO Schwartz
In another in-store retailer-toy brand partnership launching time for the holidays, Target will soon offer FAO Schwarz toys via dedicated space in its stores, as well as online. Starting mid-October 2022, FAO Schwarz toys will be available exclusively at Target stores, and FAO Schwarz stores. In addition, Target announced the 10th annual Bullseye's Top Toys list, presented by FAO Schwarz.

The Target-FAO Schwarz assortment will include more than 120 items across all toy categories. There will also be new exclusive FAO Schwarz product drops at Target throughout the holiday season.

All Target store toy departments will feature dedicated space for FAO Schwarz, including store displays. Select Target stores and the website will also feature hands-on, interactive toy demonstrations throughout the holiday season with Target toy experts.

Macy’s, the largest retail brand of Macy’s, Inc., runs e-commerce platforms powered by and a mobile app, paired with a nationwide network of stores

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