Macy’s expands partnership with WHP Global to bring the beloved Toys“R”Us brand to every Macy’s store in America this holiday season.
Beginning late July and rolling out through Oct. 15, the in-store shops will range from 1,000 square feet and span up to 10,000 square feet in flagship locations in Miami as well as Atlanta, Chicago, Honolulu, Houston, Los Angeles, New York and San Francisco. The footprint of stores may flex up an additional 500 to 3,000 square feet during the holiday season to offer an even wider assortment of products.
The Toys“R”Us brand will come to life in-store with playful colored fixtures as well as hands-on demonstration tables for customers to interact with various toy assortments. The Toys“R”Us shops also will feature a life-size “Geoffrey on a Bench” photo opportunity for families. To celebrate the openings, all Macy’s stores will host nine days of in-store events, beginning Oct. 15 through Oct. 23, which will include family friendly activities and daily giveaways from brands like Barbie, LEGO, Play-Doh and more.
In Macy’s reported earnings for the first quarter of 2022, toy sales were 15 times higher than the comparable period prior to the Toys”R”Us partnership.
“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.”
Macy’s Toys“R”Us Miami flagship locations include Dadeland and Aventura.