Macy’s, Inc. has entered a partnership with WHP Global to relaunch Toys “R” Us. The new assortments of toys will be available at macys.com/toysrus as well as in over 400 Macy’s stores across the country. They will start rolling out 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, in a statement. “Our toys business has grown exponentially over the past year with many families looking for ways to spark their children’s imaginations and to create meaningful moments with them. Toys”R”Us, a global leader in children’s toys, has partnered with Macy’s to expand its reach and offer more opportunities for customers to shop with Macy’s across all aspects of their lives.”
Within Toys”R”Us shop-in-shops rolling out to more than 400 Macy’s stores nationwide in 2022, customers will recognize the familiar mascot Geoffrey the Giraffe. The stores will feature dedicated sections that are organized by age, interests, and categories, as well as interactive activation centers, iconic elements, and interactive experiences.
In a statement, Yehuda Shmidman, chairman & CEO of WHP Global and Toys”R”Us, said, “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. We are thrilled to launch this partnership with Macy’s.
In September 2017, Toys”R”Us filed for Chapter 11 bankruptcy protection in the U.S., and in February 2018 their British operations entered administration. All their U.S. and U.K. shops had closed by June 2018. Their Australian division went into administration in May and all of their stores were closed by August. The operations in other countries were sold off to third parties. This ended the original Toys”R”Us era. Macy’s will continue to be the Toys”R”Us of a new generation.