Toys 'R' Us is back: by the fall, brand stores will be almost everywhere
Toys "R" Us will be available in every Macy's(M) store in the U.S. in the next few months as part of an expanded partnership with the toy retailer's parent company, WHP Global, reports CNN.
The toy stores will range from 100 square feet in smaller stores and Macy's flagship stores in Atlanta, Chicago, Honolulu, Houston, Los Angeles, Miami, New York and San Francisco. Toys "R" Us' reach could expand during the holiday season.
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Stores will be open from the end of July to 15 October. Macy's is planning several customer-friendly perks, including display tables for new toys and a life-size photo of Jeffrey the giraffe.
The once legendary toy store went bankrupt and closed all of its stores in 2018. He unsuccessfully tried several times to return through different owners.
But last year, Toys "R" Us found new life through a partnership with Macy's, when the two companies agreed to sell toys on the Macy's website and opened in-store locations in 400 department stores. Toys "R" Us products have been available on Macy's website and ToysRUs.com since last August.
WHP Global bought the toy retailer from Tru Kids Inc., which acquired the bankrupt brand in a liquidation sale. Tru Kids opened stores in New Jersey and Texas but closed them in early 2021 due to the pandemic.
Both Macy's and Toys "R" Us have suffered due to changing consumer habits and competition from large retailers such as Target (CBDY) and Walmart (WMT). But Macy's has been lucky in recent months and has outperformed its competitors.
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The company said in its first-quarter earnings report that its toy sales were 15 times higher than in the same period before the partnership.
Prior to the deal, Macy's sold toys at its main stores, Backstage's shop-in-shop, and stand-alone Market by Macy's and Backstage.
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