Just in time for the holiday season, Macy’s, the iconic retailer, expands its partnership with WHP Global to bring Toys “R” Us to every Macy’s store in the U.S. This weekend, all Macy’s stores will officially have a Toys “R” Us in-store shop ranging from 1,000 square feet to 10,000 square feet in flagship locations in cities like Atlanta, Chicago, Honolulu, and more.
In celebration of the launch, Macy’s will be hosting in-store events including family-friendly activities and giveaways from LEGO and Mattel, beginning tomorrow and ending on Oct. 23.
The Toy Book had the opportunity to attend the launch party at the Macy’s Herald Square location in New York City to explore all the whimsical decorations, kid-size shelves, open play space, and — of course — toys.
Rows and rows of Mini Brands, L.O.L. Surprise! Dolls, National Geographic Kits, and so much more stocked pack shelves across the expansive new location. Kids were lining up to demo all the toys on display, including Yu-Gi-Oh! Cards, Kinetic Sand play cases, LEGO sets, and even a fool’s gold-digging kit from Blue Marble. The event also featured a kid-approved mocktail complete with cotton candy and pop rocks.
While it was great seeing all our favorite toys on display at the new launch, there were also some noteworthy kid-friendly details throughout the store, including an interactive light wall that read ‘I love Geoffery’, a visual timeline documenting Toys “R” Us history, a lifesized bench with a statue of Geoffery, a giant LEGO sculpture of the Statue of Liberty, oh and a massive play section complete with a bridge, a winding road, a kid-sized car, giant play blocks, and more.
Since last year, Macy’s customers have shopped from Toys “R” Us exclusively online through Macy’s digital and fulfillment ecosystem.
During Macy’s second-quarter earnings call this summer, Macy’s Chairman and CEO Jeff Gennette expressed optimism surrounding the Toys “R” Us partnership and the opportunity to become a major player in the toy space.
“When we signed on with Toys ‘R’ Us … it was recognizing that we had a very small toy business,” Gennette said at the time. “This is really putting us in the game. We do believe that Toys ‘R’ Us offers us the most experiential omnichannel toy experience in America. So, we have nothing but growth ahead of us with toys over the coming years.”
A full list of Toys “R” Us at Macy’s locations can be found here.
