Iconic American toy shop Toys R Us is attempting another comeback. The beloved shop for kids teamed up with retail giant Macy’s to open up shops in more than 400 department stores beginning in 2022.
Macy’s and Toys R Us to Team Up
Executives from Toys R Us and Macy’s announced the partnership last Thursday. In addition, the toy retailer also announced the return of online shopping for the brand. Beginning Thursday, customers can shop for their favorite kids’ brands by going to macys.com/toysrus or toysrus.com.
In addition, Nata Dvir, Macy’s chief merchandising officer, also issued a statement on the partnership. “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.
Our toy business grew exponentially in the past year, with many families looking to inspire their children’s imagination and create meaningful moments together,” she said.
Return of Geoffrey the Giraffe
The new Toys R Us shops will reside inside Macy’s stores. Its famous mascot Geoffrey the Giraffe will also make a reappearance, as the mascot will welcome shoppers into the new stores.
At present, Macy’s has yet to identify which department stores will carry the Toys R Us shops and how large each shop will be.
Macy's Inc. Chairman and CEO Jeff Gennette said the toy category is currently a growth area. Their new partnership with the iconic toy company will quintuple the size of the department store chain's toy business.
“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,” Gennette added.
Expanding The Brand Together
In addition, Gennette said Macy's will have access to the toy company's private brands. They also will work to expand the brand together. “We will do lots of marketing together. You will see them in the parade as an example,” he said during Macy's quarterly earnings call.
Earlier this year, Macy’s announced its last round of store closures and identified 36 namesake stores and one Bloomingdale for closure. This is part of their three-year plan to close around 20% of their stores.
By July 31, Macy’s has 726 total locations, including 512 Macy’s locations, 54 Bloomingdale's locations, including outlet stores, and 160 Bluemercury stores.
Toys R Us Can Bring More Reasons To Visit Macy’s
Meanwhile, Neil Saunders, managing director of consultancy GlobalData Retail, said Macy’s made a great move in bringing Toys R Us. The addition of a well-known toy shop gives families more reasons to visit their department stores.
However, Macy’s needs to ensure that the concept will click with shoppers. “Macy’s added their own small toy department to a lot of stores last year, and many of them are very messy and hard to shop.
Standards need to be stepped up if they’re to make a success of the Toys R Us partnership,” Saunders added.
Watch the CBS Boston video reporting that Toys ‘R' Us is making another comeback In Macy's stores:
Do you agree with the move by Macy’s to partner with Toys R Us? Will this work, will you shop more at Macy’s knowing they have an improved toy section?
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