Toys ‘R’ Us to Roll Out Branded Store-in-Stores to All Macy’s Locations in Time for Holiday 2022

JERSEY CITY, NEW JERSEY - JULY 11: A view of Macy's Toys "R" Us on July 11, 2022 in Jersey City, New Jersey. (Photo by Eugene Gologursky/Getty Images for Macy's, Inc. )

Macy’s is expanding its partnership with WHP Global to bring Toys ‘R’ Us store-in-store locations in every U.S. store for the 2022 holiday season. The rollout will begin in late July and complete on Oct. 15.

Footprints will range from 1,000 square feet to 10,000 square feet, with Macy’s flagships in Atlanta, Chicago, Honolulu, Houston, Los Angeles, Miami, New York and San Francisco hosting the largest concepts. Each space may add an additional 500 to 3,000 square feet during the holiday season to offer a wider assortment of products.

Each Toys ‘R’ Us location will feature colorful fixtures and hands-on demonstration tables with various toy assortments. Each shop also will feature a “Geoffrey on a Bench” photo opportunity for families. The openings will be celebrated at all Macy’s stores with nine days of in-store events starting October 15, including family-friendly activities and daily giveaways from brands like Barbie, LEGO and others.

“Macy’s cannot wait to bring the Toys ‘R’ Us experience to life in our stores,” said Nata Dvir, CMO at Macy’s in a statement. “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. The customer response to our partnership with Toys ‘R’ Us has been incredible and our toy business has seen tremendous growth.”


The plans represent an expansion of an existing partnership between WHP Global and Macy’s, which initially aimed to bring Toys ‘R’ Us to 400 Macy’s locations. The brand has been available at since August 2021, and in Q1 2022 Macy’s locations with a Toys ‘R’ Us shop reported toy sales 15X higher than the comparable period prior to the partnership.

Toys ‘R’ Us parent company Tru Kids was acquired by WHP Global in March 2021. At the time, WHP Global noted that Toys ‘R’ Us and Babies ‘R’ Us still generated more than $2 billion in global retail sales annually and that its aim was to direct the toy brand’s strategic expansion worldwide.

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