![]() James Zahn, AKA The Rock Father, is Editor-in-Chief of The Toy Book, a Senior Editor at The Toy Insider and The Pop Insider, and Editor of The Toy Report, The Toy Book‘s weekly industry newsletter. The customer response to our partnership with Toys “R” Us has been incredible and our toy business has seen tremendous growth.” Geoffrey on a Bench photo op | Source: WHP Global Geoffrey demos toys. ![]() “We hope Toys ”R” Us kids of all ages discover the joy of exploration and play within our shops and families create special memories together. “Macy’s cannot wait to bring the Toys “R” Us experience to life in our stores,” says Nata Dvir, chief merchandising officer, Macy’s. Toys “R” Us at Macy’s | Source: WHP Global The size of each Toys “R” Us is market-dependent and will range from 1,000 square feet to 10,000 square feet at flagship locations in Atlanta, Chicago, Honolulu, Houston, Los Angeles, Miami, New York, and San Francisco. Toys “R” Us will begin opening its store-within-a-store locations beginning later this month with the rollout set to be completed by Oct. The expanded agreement ups the location count from the 400 stores initially announced last year. and Toys “R” Us owner WHP Global that will see Toys “R” Us in-store shops open in every Macy’s store across the U.S. The partnership between two storied retailers is kicking into high gear thanks to an expanded pact between Macy’s Inc. Macy’s is ready to welcome a new generation of Toys “R” Us kids to its stores in time for the holidays. Last year, WHP opened the first new standalone Toys “R” Us since its bankruptcy in a 20,000-square-foot space inside the American Dream mall in New Jersey.First Look: Toys “R” Us at Macy’s | Source: WHP Global The Macy’s outposts aren’t the only signs of life for the revived Toys “R” Us. Macy’s reported in its earnings for the first quarter of 2022 that toy sales for Toys ”R” Us increased 15 times over those during the first quarter of 2021. Since August 2021, Toys “R” Us products have been available not only through its own website, but also on the Macy’s website and shipped through the department store’s fulfillment centers. 23 that will include activities and daily giveaways from brands like Barbie and LEGO, according to Macy’s. To ramp up awareness around Macy’s new Toys “R” Us experience, the department store is planning nine days of in-store events from Oct. The customer experience is expected to be interactive with hands-on demonstration tables and a life-size version of the company’s mascot, Geoffrey the Giraffe, sitting on a bench. ![]() “The customer response to our partnership with Toys ‘R’ Us has been incredible and our toy business has seen tremendous growth.” “Macy’s cannot wait to bring the Toys ‘R’ Us experience to life in our stores,” Nata Dvir, Macy’s chief merchandising officer, said in a statement. ![]() It’s an expansion of an initiative Macy’s unveiled nearly a year ago to install a Toy “R” Us in nearly 400 Macy’s department stores after WHP Global ’s March 2021 purchase of the toy store chain, which filed for Chapter 11 in September 2017. SEE ALSO: GOP and CRE Team Up Over Treasury REIT Tax-Law Proposal ![]()
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