Toys R Us makes major return to the US in Macy’s shop in shop partnership

Toys R Us is preparing for its latest reincarnation, this time through a major new partnership to launch shop within shop concessions in more than 400 Macy’s stores across the United States.

Revealed earlier this week, Macy’s Inc has teamed up with WHP Global to bring the Macy’s and Toys R Us brands together, delivering an expansive assortment of toys and games both online via macys.com/toysrus as well as in Macy’s more than 400 stores across America.

The shop within shop Toys R Us concept will roll out nationwide in 2022.

“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,” said 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.”

The Toys”R”Us experience at macys.com/toysrus lets shoppers search for products by age, toy type, character and brand. From perennial favorite toy cars and dolls to STEM-inspired products for creative learners, Macy’s expanded assortment of the most popular items, including products that highlight inclusivity, discovery and learning, will offer something for every parent and child.

Powered by Macy’s, ToysRUs.com will look to serve as the dedicated authority for all things toys and play, with immersive content that aims to connect consumers to the toy offering at macys.com.

Within Toys“R”Us shop-in-shops rolling out to more than 400 Macy’s stores nationwide in 2022, customers will be welcomed by Geoffrey the Giraffe before discovering and playing across dedicated sections by age, interest and category, with interactive experiences, activation centers and iconic elements throughout.

Yehuda Shmidman, chairman and CEO of WHP Global and Toys“R”Us, commented: “Our partnership with Macy’s marks the greatly anticipated return of Toys”R”Us in the USA, and changes the retail landscape by combining two beloved retail brands together for consumers across the nation in a completely innovative way. We’re thrilled to be launching this new partnership together with Macy’s.”

Founded by Charles Lazarus, Toys”R”Us became one of the world’s best loved toy stores and a globally recognised household name in the toy category. Today, Toys”R”Us has a vibrant business that generates more than $2 billion in global retail sales annually through nearly 900 branded global stores outside the US and e-commerce businesses in more than 25 countries.

About Robert Hutchins

Robert Hutchins is the editor of ToyNews and its sister title, Licensing.biz. He has worked his way from Staff Writer to Editor across the two titles, having spent almost eight years with both and what now seems like a lifetime surrounded by toys. You can contact him by emailing robert.hutchins@biz-media.co.uk or calling him on 0203 143 8780 You can even follow him on Twitter @RobGHutchins if ranting is your thing...

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