Macy’s is expanding its partnership with WHP Global to bring the Toys“R”Us brand to every Macy’s store in the U.S. this holiday season. Beginning late July and rolling out through Oct. 15, the in-store shops will range from 1,000 sq. feet and span up to 10,000 sq. feet in flagship locations in Atlanta, Chicago, Honolulu, Houston, Los Angeles, Miami, New York and San Francisco. The footprint of stores may flex up an additional 500 to 3,000 sq. feet during the holiday season to offer an even wider assortment of products. 

The Toys“R”Us brand in-store will include colored fixtures as well as hands-on demonstration tables for customers to interact with various toy assortments. The shops will also feature a life-size “Geoffrey on a Bench” photo opportunity for families. To celebrate the openings, all Macy’s stores will host nine days of in-store events from Oct. 15 through Oct. 23, which will include family-friendly activities and daily giveaways from brands like Barbie, LEGO and more. 

Since last August, Macy’s customers have shopped the expansive assortment of Toys“R”Us products online exclusively at Macys.com/toysrus and ToysRUs.com, powered by Macy’s digital and fulfillment ecosystem. In Macy’s reported earnings for the first quarter of 2022, toy sales were 15 times higher than the comparable period prior to the Toys”R”Us partnership. 

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“Macy’s cannot wait to bring the Toys“R”Us experience to life in our stores,” says Nata Dvir, chief merchandising officer, Macy’s. "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.” 

Macy’s Toys“R”Us flagship locations include Atlanta, Chicago, Honolulu, Houston, Los Angeles, Aventura and Dadeland in Miami, Herald Square in New York City and Roosevelt Field on Long Island, NY, San Francisco and San Jose.