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.
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.
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.
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.