Macy’s will open in-store Toys R Us shops in all its US stores nationwide from late July, ready for the holiday season.

Photo: Eugene Gologursky/Getty Images for Macy’s, Inc.

Toys R Us announced the tie up with Macy’s last year, and the department store chain will now add Toys R Us in-store shops to all its US locations, starting in late July and rolling out until October 15th. The in-store shops will range from 1,000 sq. ft. to 10,000 sq. ft., with the larger footprint in Macy’s flagships such as Atlanta, Chicago, Honolulu, Houston, Los Angeles, Miami, New York and San Francisco. There is also potential to increase the size of the departments during the holiday season by an additional 500 sq. ft. to 3,000 sq. ft., to offer a wider assortment of products.

The Toys R Us shops at Macy’s will feature bold, colourful fixtures, hands-on demonstration tables and a life-size Geoffrey on a Bench photo opportunity. To celebrate the openings, all Macy’s stores will host nine days of in-store events, from October 15th-23rd, which will include activities and giveaways from popular toy brands such as Barbie and Lego.

Prior to the partnership with Toys R Us, Macy’s sold toys in its main stores, store-within-a-store Backstage locations, and freestanding stores Market by Macy’s and Backstage. But since last summer, an assortment of Toys R Us product has been available online exclusively on Macy’s website and ToysRUs.com, supported by Macy’s digital and fulfillment systems.

“Macy’s cannot wait to bring the Toys R Us experience to life in our stores,” comented Nata Dvir, Macy’s chief merchandising officer. “We hope Toys R Us kids of all ages discover the joy of exploration and play within our shops, and that families will create special memories together. The customer response to our partnership with Toys R Us has been incredible, and our toy business has seen tremendous growth.”

In the first quarter of 2022, Macy’s reported that toy sales were 15 times higher to the comparable period prior to the Toys R Us partnership.