At Barbara’s Bookstore on the lower level of Macy’s Chicago flagship store on State Street, a variety of books are sold regarding the retail history of the Windy City.
Lost Chicago Department Stores, Remembering Marshall Field’s, and an updated version of Give the Lady What She Wants: The Story of Marshall Field & Co. are three gems with a common thread: They all showcase the legacy of Marshall Field’s — and they’re all being sold in the basement of what was once its flagship location.
In 2006, following a series of acquisitions, Marshall Field’s was rebranded as Macy’s (still a sore spot for many a Chicagoan), but a lot of local flavor still exists in the historic State Street building, despite being the home of a retailer that is synonymous with New York City. It could be said that the ghosts of Marshall Field’s are ever present in the cavernous and fascinating building.
As a kid growing up in the south suburbs of Chicago, visiting the local Marshall Field’s was always a treat, whether it be for lunch in its restaurant or to check out the toy department. On a few rare occasions during the holidays, our family would make the trek into the city to visit Santa at his Cozy Cloud Cottage at Marshall Field’s on State Street, and there we’d also check out some of the newest toys for the holidays.
But Marshall Field’s was hardly alone.
While the trips to the city were rare, department stores themselves were plentiful in the suburbs with both national and regional chains fighting for families’ attention (and dollars). Names like Wieboldt’s, Goldblatt’s, and Carson Pirie Scott stood alongside Sears, Montgomery Ward, and JCPenney. While discounters like Kmart, Zayre, Venture, and WoolCo were popping up everywhere (Walmart didn’t enter the market until the 1990s) alongside the catalog showrooms of Service Merchandise — and all sold toys — the department stores felt special.
As retailers fell one by one toward the end of the 20th century, department store toy departments essentially disappeared. The remaining stores, having lost market share to the rise of discounters like Walmart and Target or the “category killers” like Child World, KB Toys, and ,the biggest of them all, Toys “R” Us, simply leaned into other categories and they stopped playing in the toy space altogether. An absence of toys and games in any substantial manner gave families one less reason to visit a department store.
I would’ve never expected it to happen, but this past weekend, I experienced something that I haven’t felt in decades — real department store magic.
Shortly after Macy’s and WHP Global inked a partnership deal last year to bring Toys “R” Us into hundreds of Macy’s stores, I told Retail Dive that there was real potential to celebrate two storied retail brands — particularly when you combine the powerful forces of two iconic personalities: Santa Claus and Geoffrey the Giraffe.
Now, more than a year later, that partnership is in full effect with a Toys “R” Us presence in approximately 500 stores across the U.S., and it has a real chance at succeeding. This relationship may not only signal a true rebirth of the Toys “R” Us brand in the U.S., but also a resurgence in department store shopping that Macy’s can claim as a victory.
The key to success is creating a consistent and memorable experience for families across the board. This includes assortment, pricing, and a clean presentation.
At launch, the Toys “R” Us at Macy’s experience varies widely. The size of each Toys “R” Us is market-dependent and ranges from 1,000 square feet in many lower traffic malls to 10,000 square feet or more at flagship locations in Atlanta, Chicago, Honolulu, Houston, Los Angeles, Miami, New York, and San Francisco.
Last week, members of The Toy Book‘s New York City team attended the grand opening of Toys “R” Us at Macy’s in the famed Herald Square store. The 14,000-square-foot location is off to a big start with tons of buzz.
Eager to experience the Toys “R” Us at Macy’s collaboration first hand, my wife and I took our kids to have brunch with Geoffrey and friends (Sonic the Hedgehog, Skye from PAW Patrol, Bluey, Spider-Man, and Black Panther) at The Walnut Room at Macy’s on State Street in Chicago.
For me, the magic kicked in the second my youngest daughter hopped off the escalator in front of the new Toys “R” Us and turned around with a massive smile on her face. We arrived at opening, so the place was quiet at first, but after returning to Toys “R” Us after brunch, I saw what everyone in the industry should be rooting for: families spending time together discovering new toys. And there was a line at the checkout counter, too. It’s an experience that you can’t get shopping online and you can’t get at a typical big box.
In addition to the main Toys “R” Us on the store’s fifth floor, additional toy showcases are featured on other floors with signage inviting shoppers to visit Toys “R” Us. That’s not to say that everything was perfect, as many products lacked prices (there are no shelf tags and everything should be priced individually) and employees weren’t totally clear on how to find everything just yet, but they were trying.
While Macy’s previously partnered with Toys “R” Us for pop-up stores inside 24 Macy’s locations back in 2012 following an experiment with FAO Schwarz for pop-ups in 275 stores, the world was a different place back then and those efforts were in no way meaningful compared to what is happening now. And it was not the same Toys “R” Us. This is a fresh start for a new generation, and although it may not move the needle for the toy industry in a significant way during its first season, Toys “R” Us at Macy’s has the potential to grow in the years ahead and more places to shop for toys is always a welcome thing!
P.S.: Remember These Guys?
Speaking of the old Toys “R” Us, the ongoing litigation involving former executives accused of fraud quietly came to an end last week. A confidential settlement was reached last Thursday between the TRU Creditors Litigation Trust and the defendants, including former Toys “R” Us CEO and Chairman of the Board David Brandon; former Chief Financial Officer Michael Short; and Richard Barry, who served as executive vice president and global chief merchandising officer, among others.
