Macy’s bringing back Toys R Us at shop-in-shops

Macy’s bringing back Toys R Us

Macy’s announced a partnership with WHP Global to bring together two of America’s most beloved brands, Macy’s and Toys"R"Us. Toys"R"Us kids of all ages can now shop an expansive assortment online from the most globally recognized leader in toys at macys.com/toysrus and in more than 400 Macy’s stores nationwide rolling out in 2022.

This is good news following a rather rough several years for the iconic toy brand. In 2017, the company filed for bankruptcy and closed down all of its brick-and-mortar stores in the United States. Attempts to relaunch the brand in 2019 by opening two Toys R Us stores in malls weren't successful, as both would end up closing a short time later. In March, WHP Global bought a controlling stake in Toys R Us and Babies R Us, and partnering up with Macy's serves as a new strategy for reviving the brands.

"Our partnership with Macy's marks the greatly anticipated return of Toys 'R' Us in the U.S.A., and changes the retail landscape by combining two beloved retail brands together for consumers across the nation in a completely innovative way," said Yehuda Shmidman, Chairman & CEO of WHP Global and Toys R Us. "We're thrilled to be launching this new partnership together with Macy's."

Geoffrey the Giraffe

Geoffrey the Giraffe, the famous Toys R Us mascot, will also be back in full force with the return of Toys R Us in Macy's stores. The company has confirmed that Geoffrey will be standing tall at every Toys R Us location to truly make the toy shopping experience feel more legitimate. Each of the Toys R Us located within the Macy's stores will include dedicated sections assorted by age, interest, and category with interactive experiences throughout.

Toys R Us has been around for more than 70 years, long serving as one of the most recognizable brands in the world. When the company began shuttering its physical locations across the United States, many people cried foul, especially those who had childhood memories of shopping in the store. While online shopping is certainly the most popular way to buy in the digital age, there's nothing quite like browsing for toys at a Toys R Us. This news comes to us from Macy's, Inc.

The Toys"R"Us at Macy’s

The Toys"R"Us experience at macys.com/toysrus lets shoppers search for the perfect product 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 hottest and 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 serve as the dedicated authority for all things toys and play, with highly immersive and engaging content that seamlessly connects 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.

The Toys"R"Us brand – with its famous jingle "I don't wanna grow up, I'm a Toys"R"Us kid" and mascot Geoffrey the Giraffe – are synonymous with the joys of childhood for millions around the world. For more than 70 years it has been the most trusted destination for children and parents seeking great toys. Founded by Charles Lazarus, Toys"R"Us became the world's most beloved toy store and a globally recognized 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 U.S. and e-commerce businesses in more than 25 countries.

About Toys"R"Us

Toys "R" Us is an American toy, clothing, and baby product retailer was founded in April 1948, with its headquarters located in Parsippany-Troy Hills. Founded by Charles Lazarus in its modern iteration in June 1957, Toys "R" Us traced its origins to Lazarus's children's furniture store, which he started in 1948. He added toys to his offering, and eventually shifted his focus. The company had been in the toy business for more than 65 years and operated around 800 stores in the United States and around 800 outside the U.S., although these numbers have steadily decreased with time. At its peak, Toys "R" Us was considered a classic example of a category killer. However, with the rise of mass merchants, as well as online retailers, Toys "R" Us began to lose its share of the toy market.

The company filed for Chapter 11 bankruptcy protection on September 18, 2017, and its British operations entered administration in February 2018. In March 2018, the company announced that it would close all of its U.S. and British stores. The British locations closed in April and the U.S. locations in June. The Australian wing of Toys "R" Us entered voluntary administration on May 22 and closed all of its stores on August 5, 2018. Operations in other international markets such as Asia and Africa were less affected, but chains in Canada, parts of Europe and Asia were eventually sold to third-parties.

In August 2021, WHP Global announced that Toys “R” Us is opening 400+ Stores within Macy's starting in 2022.

About WHP Global

WHP Global is a leading New York based firm that acquires global consumer brands and invests in high-growth distribution channels including digital commerce platforms and global expansion. WHP owns ANNE KLEIN®, JOSEPH ABBOUD®, LOTTO® and a controlling interest in TOYS"R"US®, BABIES"R"US®, Geoffrey® the Giraffe and more than 20 additional consumer brands in the toy and baby categories. The company also owns WHP+ (www.whp-plus.com), a turnkey direct to consumer digital e-commerce platform for brands, with full in-house operations including technology, data analytics, logistics, creative and digital marketing.

Shop your favourite Toys R Us products at Macy’s or you can check the latest offer from Macy’s.