Toys ‘R’ Us is returning. It will soon be almost everywhere

Toys “R” Us is making a significant comeback after being written off for dead. For the holidays, the toy store brand will be present almost everywhere.

In the next months, Toys “R” Us will have a presence in every Macy’s (M) in the US as a result of an expanded partnership with the parent company of the toy shop, WHP Global.

The toy stores will be between 1,000 and 10,000 square feet in size, depending on the region, and will be located in Macy’s flagship stores in Atlanta, Chicago, Honolulu, Houston, Los Angeles, Miami, New York, and San Francisco. During the busiest holiday season, Toys “R” Us’ footprints could grow.

Starting in late July and running until October 15th, the stores will be open. Macy’s has some customer-friendly extras planned, such as life-size Geoffrey giraffe photo ops and display tables for new toys.

The once-famous toy retailer filed for bankruptcy in 2018, closing all of its locations. It has made multiple unsuccessful return attempts under different owners.

However, Toys “R” Us had a fresh lease on life last year as a result of the cooperation between Macy’s and the two companies, which saw the opening of 400 shops within shops and the sale of toys on Macy’s website. Since last August, Toys “R” Us products have been offered on the Macy’s website and ToysRUs.com.

From Tru Kids Inc., who acquired the struggling brand in a liquidation sale, WHP Global acquired the toy retailer. Due to the epidemic, Tru Kids closed their stores in Texas and New Jersey in the early days of 2021.

Changes in consumer behaviour and competition from big-box stores like Target (CBDY) and Walmart have hurt both Macy’s and Toys “R” Us (WMT). But Macy’s just experienced good luck and outperformed the competition.

Toy sales were 15 times higher than during the equivalent period previous to the agreement, the business reported in its first-quarter results report.

Prior to the agreement, Macy’s offered toys in its main shops, Backstage locations that were “stores within stores,” as well as the independent Market by Macy’s and Backstage.