Macy’s and Toys “R” Us are teaming up again | Source: WHP Global

Macy’s and WHP Global are teaming up for yet another shot at a Toys “R” Us reboot in the U.S.

If this sounds familiar, you’re not wrong as Macy’s previously partnered with Toys “R” Us for pop-up stores inside 24 Macy’s locations back in 2012.

Under the new deal, Toys “R” Us will come to more than 400 Macy’s stores in dedicated, experiential departments beginning next year. In the meantime, consumers can visit to shop an assortment of toys curated by Toys “R” Us.

“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,” says Nata Dvir, Macy’s chief merchandising officer. “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.”

Related: FYE, Everest Toys Owner Set to Purchase Toys ‘R’ Us, Babies ‘R’ Us Canada

In a similar arrangement to Toys “R” Us’ short-lived partnership with Target in 2019, Macy’s will also handle orders for the Toys “R” Us website. The new is “Powered by Macy’s” and is intended to “seamlessly connect consumers to toy offerings at”

According to WHP Global, the Toys “R” Us business still generates more than $2 billion in global retail sales annually through nearly 900 branded global stores outside the U.S. along with e-commerce businesses in more than 25 countries.

About the author

James Zahn

James Zahn

James Zahn, AKA The Rock Father, is Editor-in-Chief of The Toy Book, a Senior Editor at The Toy Insider and The Pop Insider, and Editor of The Toy Report, The Toy Book‘s weekly industry newsletter. As a pop culture and toy industry expert, Zahn has appeared as a panelist and guest at events including Comic-Con International: San Diego (SDCC) Wizard World Chicago, and the ASTRA Marketplace & Academy. Zahn has more than 30 years of experience in the entertainment, retail, and publishing industries, and is frequently called upon to offer expert commentary for publications such as Forbes, Marketwatch, the Wall Street Journal, the New York Times, USA Today, Reuters, the Washington Post, and more. James has appeared on History Channel’s Modern Marvels, was interviewed by Larry King and Anderson Cooper, and has been seen on Yahoo! Finance, CNN, CNBC, FOX Business, NBC, ABC, CBS, WGN, The CW, and more. Zahn joined the Adventure Media & Events family in 2016, initially serving as a member of the Parent Advisory Board after penning articles for the Netflix Stream Team, Fandango Family, PBS KIDS, Sprout Parents (now Universal Kids), PopSugar, and Chicago Parent. He eventually joined the company full time as a Senior Editor and moved up the ranks to Deputy Editor and Editor-in-Chief.