Toys ‘R’ Us is coming to all of Macy’s this holiday season

Toys “R” Us will be in all of the United States Macy’s (M) over the next few months, part of an expanded partnership with the toy retailer’s parent company, WHP Global.

The toy stores will range in size from 1,000 square feet in smaller locations to up to 10,000 square feet in the flagship Macy’s in Atlanta, Chicago, Honolulu, Houston, Los Angeles, Miami, New York and San Francisco. Toys “R” Us footprints can expand in high season.

Toys "R"  Us opens a new store ... again

The stores open from the end of July until October 15. Macy’s is planning some customer-friendly benefits, including demonstration tables for new toys and a life-size photo setup of Geoffrey syrups.

The once old toy store went bankrupt and closed all its stores in 2018. It has tried several failed comebacks via various owners.

But Toys “R” Us got a new lease of life last year thanks to Macy’s partnership, when the two companies agreed to sell toys on Macy’s website and opened stores-in-stores in 400 department stores. Toys “R” Us products have been available on Macy’s website and since August last year.

WHP Global acquired the toy retailer from Tru Kids Inc., which took over the failing brand in a liquidation sale. Tru Kids had opened stores in New Jersey and Texas, but closed them in early 2021 due to the pandemic.

Both Macy’s and Toys “R” Us have been hurt by changing consumer habits and competition from big box retailers such as Goal (CBDY) and Walmart (WMT). But Macy’s had a turnaround in recent months, beating out competitors.

The company said in its first quarter results report that toy sales were 15 times higher than the comparable period before the partnership.

Prior to the agreement, Macy’s sold toys in its main stores, “store-within-a-store” Backstage locations and stand-alone stores Market by Macy’s and Backstage.

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