NEW YORK, NY – JULY 18, 2022 – Macy’s expands partnership with WHP Global to bring the beloved Toys“R”Us brand to every Macy’s store in America this holiday season. Beginning late July and rolling out through October 15th, the in-store shops will range from 1,000 sq. feet and span up to 10,000 sq. feet in flagship locations in Atlanta, Chicago, Honolulu, Houston, Los Angeles, Miami, New York and San Francisco. The footprint of stores may flex up an additional 500 to 3,000 sq. feet during the holiday season to offer an even wider assortment of products.
The Toys“R”Us brand will come to life in-store with playful colored fixtures as well as hands-on demonstration tables for customers to interact with various toy assortments. The Toys“R”Us shops will also feature a life-size “Geoffrey on a Bench” photo opportunity for families. To celebrate the openings, all Macy’s stores will host nine days of in-store events, beginning October 15 through October 23, which will include family friendly activities and daily giveaways from brands like Barbie ®, LEGO ® and more.
Since last August, Macy’s customers have shopped the expansive assortment of Toys“R”Us products online exclusively at macys.com/toysrus and ToysRUs.com, powered by Macy’s digital and fulfillment ecosystem. In Macy’s reported earnings for the first quarter of 2022, toy sales were 15x higher than 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.”
Macy’s Toys“R”Us flagship locations include:
- Lenox Square, Atlanta
- State Street, Chicago
- Ala Moana, Honolulu
- Memorial City, Houston
- South Coast Plaza, LA
- Aventura, Miami
- Dadeland, Miami
- Herald Square, NYC
- Roosevelt Field, NYC
- Union Square, San Francisco
- Valley Fair, San Jose
For images of the Toys”R”Us shops in-store, click here.
“Macy’s cannot wait to bring the Toys“R”Us experience to life in our stores. The customer response to our partnership with Toys“R”Us has been incredible and our toy business has seen tremendous growth.”
Macy’s, the largest retail brand of Macy’s, Inc. (NYSE: M), serves as the style source for generations of customers. With one of the nation’s largest e-commerce platforms powered by macys.com and mobile app, paired with a nationwide network of stores, Macy’s delivers the most convenient and seamless shopping experience, offering great values in apparel, home, beauty, accessories and more. Macy’s gives customers even more ways to shop and own their style through an off-price assortment at Macy’s Backstage and at our highly curated and smaller store format, Market by Macy’s. Each year, Macy’s provides millions with unforgettable experiences through Macy’s 4th of July Fireworks® and Macy’s Thanksgiving Day Parade® and helps our customers celebrate special moments, big and small. We’re guided by our purpose—to create a brighter future with bold representation that empowers more voice, choice and ownership for our colleagues, customers and communities. For additional media information, please visit macyseventmedia.com.
For more than 70 years, Toys”R”Us has been a global leader in the toy category celebrating the joys of childhood and play with kids of all ages. Geoffrey the GiraffeTM, the beloved mascot of Toys”R”Us, is adored by millions of kids and their families around the world. This brand power remains as Toys”R”Us generates more than USD$2 billion in global retail sales annually through 900 branded stores and e-commerce businesses in 25+ countries. In March 2021, WHP Global, a leading brand management firm with a portfolio of consumer brands that generate USD$4.5 billion in retail sales, acquired the Toys”R”Us brand. For more information, visit toysrus.com.