Toys 'R' Us Is Making a Comeback—Just in Time for the Holidays

Toys "R" Us is getting another chance at retail life in a Macy’s near you.

People shopping at Toys R Us
Photo: Getty

Don't call it a comeback.

Actually, call it a comeback. Because it is one, and it's awesome.

Toys "R" Us, which went bankrupt and shuttered all of its stores in 2018, is coming soon to a Macy's near you. Between July and October 15th, a Toys "R" Us will open in every Macy's in the U.S.—right in time for holiday shopping. The move comes as part of an expanded partnership between Toys "R" Us' parent company, WHP Global, and Macy's.

All the little details are still being hammered out, but like a plush elephant, the toy stores will come in various sizes, largely based on how big the Macy's is. Some will be 1,000 square feet, while flagship Macy's in Atlanta, Chicago, Honolulu, Houston, Los Angeles, New York, and San Francisco are getting 10,000-square-foot space—plenty of room to test drive mini-Jeeps. Stores may have demonstration tables, where people can check out new toys, and chances to get a photo with a life-size version of the Toys "R" Us mascot Geoffrey.

The announcement comes after what appears to have been a successful trial run between Macy's and WHP Global. Last year, Toys "R" Us opened 400 stores at Macy's locations in the U.S. Macy's also began selling Toys "R" Us items online in August of last year when also relaunched.

The stores-within-stores is the latest attempt at a comeback for the legendary toy store brand, which appeared gone for good after closing in 2018. Tru Kids, Inc. had taken over Toys "R" Us in a liquidation sale and attempted to open stores in New Jersey and Texas in 2021, but the pandemic put a kibosh on that, and the stores closed their doors.

Then, WHP Global stepped in and hammered out an initial deal with Macy's last year. It seems to have paid off for both brands. Macy's, which has struggled to compete with other big-box retailers like Target (CBDY), Walmart (WMT), and of course, Amazon, announced toy sales have surged. According to an earnings report, its first-quarter toy sales were 15 times higher than the comparable period pre-partnership.

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