Toys R Us shop-in-shops will roll out to more than 400 Macy’s stores in 2022 and the Toys R Us website will also be powered by Macy’s.
Macy’s is reportedly joining forces with the owner of Toys R Us to bring an assortment of toys, games and gadgets for kids to more than 400 of the department store chain’s locations and online.
Toys R Us shop-in-shops will roll out next year, and a larger assortment of Toys R Us merchandise is available now on Macy’s website.
“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, and the partnership will allow us to significantly expand our footprint in that category.”
Under the agreement, Toys R Us’ website will be powered by Macy’s, the companies said. Target had been running the toy chain’s site, but that relationship ended in July 2020. It has not been confirmed how long the partnership with Macy’s has been agreed.
The Toys R Us experience at macys.com/toysrus lets shoppers search for products by age, toy type, character and brand. Macy’s says that ToysRUs.com, powered by Macy’s, 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 the Toys R Us shop-in-shops at Macy’s, customers will be welcomed by Geoffrey the Giraffe, plus the retailer promises interactive experiences, activation centers and iconic elements to support its toy offering..
Brand management company WHP Global acquired a controlling interest in Tru Kids, the parent company of the Toys R Us, Babies R Us and Geoffrey the Giraffe brands, earlier this year.
Tru Kids, which is backed by Solus Alternative Asset Management and funds managed by private equity group Ares Management, bought the brands and intellectual property from Toys R Us after the latter filed for Chapter 11 bankruptcy protection in September 2017.
Tru Kids opened two mall pop-up locations for Toys R Us in 2019, but both have now closed due to poor performance during the Covid pandemic. However, WHP Global had promised to reopen brick-and-mortar stores going forward.