Macy’s will open in-store Toys “R” Us shops in all its stores nationwide.
Macy’s is expanding its partnership with Toys “R” Us.
The department store chain plans to add Toys “R” Us in-store shops to all its U.S. locations, starting in late July and rolling out through October 15. . The shops will 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.
The Toys “R” Us shops at Macy’s will feature bold colored fixtures, hands-on demonstration tables and a life-size “Geoffrey on a Bench” photo opportunity. To celebrate the openings, all Macy’s stores will host nine days of in-store events, from October 15 through October 23, which will include family-friendly activities and daily giveaways from brands such as Barbieand Lego.
Macy’s announced its partnership with Toys “R” Us, which is owned by WHP Global, last August, saying it planned to open branded in-store shops in more than 400 stores. The deal also covers online. Since last summer, an assortment of Toys “R” Us product has been available online exclusively on Macy’s website. (As part of the agreement, the Toys “R” Us website is powered by Macy’s digital and fulfillment ecosystem.)
In the first quarter of 2022, Macy’s reported that toy sales were 15 times higher versus the comparable period prior to the Toys “R” Us partnership.
“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.”