Toys ‘R’ Us will make its latest attempted return to brick-and-mortar with 400 store-in-store shops at Macy’s locations and online at macys.com/toysrus, slated to roll out in 2022. Toys ‘R’ Us previously staged a comeback during the 2019 holiday season with two new standalone locations, but its revival was cut short by the COVID-19 pandemic.
The in-store concept will include dedicated sections divided by age, interest and category, as well as interactive experiences, activation centers and “iconic Toys ‘R’ Us elements.” The ecommerce site will let shoppers search by parameters including age, toy type, character and brand, and feature immersive content to enhance the experience.
“As a Toys ‘R’ Us kid, I could not be more excited to bring this beloved brand that so many of our customers know and love into Macy’s online and to our stores across America,” said Nata Dvir, Chief Merchandising Officer at Macy’s in a statement. “Our toy business grew exponentially in the past year, with many families looking to inspire their children’s imagination and create meaningful moments together. Toys ‘R’ Us is a globally recognized leader in children’s toys and our partnership allows Macy’s to significantly expand our footprint in that category, while creating more occasions for customers to shop with us across their lifestyles.”
Toys ‘R’ Us parent company Tru Kids Brands was acquired by WHP Global in March 2021 with the goal of expanding the business worldwide. Even though Toys ‘R’ Us has been all but absent in the U.S. since it closed its domestic doors in 2018, the brand has continued to thrive abroad, with more than 900 branded stores in over 25 countriesgenerating more than $2 billion in sales.
This isn’t the first store-in-a-store concept for Toys ‘R’ Us: the brand opened pop-ups at Kroger locations during the 2018 holiday season. Macy’s also has launched multiple store-in-store partnerships, including the off-price concept Backstage, themed pop-ups through The Market @ Macy’s and female entrepreneur-focused offerings through SoGifted in partnership with b8ta.