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 macys.com/toysrus 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.”
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 toysrus.com is “Powered by Macy’s” and is intended to “seamlessly connect consumers to toy offerings at macys.com.”
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.