Toys ‘R’ Us Is Making A Major Comeback

By Kate Striker Jul19,2022 #Business #Retail
Macy's is bringing back the beloved toy store, on a much smaller scale with pop-up style formats inside each retail location in the U.S.

Toy “R” Us is making a major comeback and will be located in all Macy’s stores across the United States by the end of October.

The Toys “R” Us Comeback

On Monday, Macy’s announced it would bring back the beloved toy store on a much smaller scale with pop-up style formats inside each Macy’s retail location in the U.S.

Stores will begin opening in Texas, then across the U.S., with plans to be opened in every Macy’s store by the end of October, way ahead of the holiday shopping season.

Toy shops will range from 1,000 to 10,000 square feet with about eight flagship locations, including Houston’s Memorial City Mall and a brick-and-mortar location on State Street, Chicago.

They Never Really Closed

Toys “R” Us filed bankruptcy in 2017 and closed all of its 800 locations, 31 locations just in Illinois. In 2017 the toy retailer accounted for 15% to 20% of the U.S. toy market.

Toys “R” Us tried making a comeback in 2019 by opening its website and two physical store locations in Houston and Paramus, New Jersey. The grand reopening was dismal because of the COVID-19 pandemic, which made the company close its doors in January of 2021, but still sold toys online.

Macy’s and Toys “R” Us

After the failure to bring back the toy company in Houston and New Jersey, the company was acquired by New York-based WHP Global, a brand management company. Months later they partnered with Macy’s in August.

During that time, the toys were offered on Macy’s online shopping site, which reportedly helped increase Macy’s sales, spurring the Toys “R” Us comeback.

Nata Dvir, Macy’s chief merchandising officer, in a statement, “Macy’s cannot wait to bring the Toys R Us experience to life in our stores. 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 have been incredible and our toy business has seen tremendous growth.”

Macy’s now sells Toys “R” Us products as a partnership with WHP Global.

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