Buoyed by a successful relaunch of nostalgic toy store brand Toys R Us online in the past year, Macy’s said Monday (July 18) it is bringing Toys R Us to every U.S. store this holiday season, starting in late July and rolling out through mid-October, according to a company press release.
The news comes after the formerly bankrupt retail chain broadened its partnership with WHP Global. The move will bring toy stores ranging from 1,000 square feet to 10,000 square feet to Macy’s outlets. The largest locations will be in Macy’s flagships in Atlanta, Chicago, Honolulu, Houston, Los Angeles, Miami, New York and San Francisco, the release said.
The store footprint could grow another 500 to 3,000 square feet during the holiday shopping season.
Stores will feature displays and hands-on demonstration tables for customers to interact with some of the toys they might buy for themselves or one of their loved ones. Each store will also have a life-sized Geoffrey on a Bench photo opportunity with the iconic cartoon giraffe mascot.
Macy’s will also host in-store events from Oct. 15-23, including family-friendly activities and daily giveaways from brands including Barbie and LEGO.
Macy’s and Toys R Us launched their online-only partnership in August. The retailer reported toy sales were 15 times higher in the first quarter of fiscal 2022, thanks in large part to the pairing with Toys R Us.
“Macy’s cannot wait to bring the Toys R Us experience to life in our stores,” said Nata Dvir, Macy’s chief merchandising officer. “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 has been incredible, and our toy business has seen tremendous growth.”
Related: Macy’s Adds More Backstage Stores as Bargain Hunting Business Booms
Macy’s is moving quickly with many of its partnerships and expansion plans, including adding three dozen off-price Backstage locations within existing stores earlier this year as shoppers continue their hunt for bargains amid rising inflation and lagging supply chains.
For all PYMNTS retail coverage, subscribe to the daily Retail Newsletter.