The beloved toy retailer lives on through Macy’s.
Since going out of business four years ago, the nostalgic toy store chain Toys ‘R’ Us has been reappearing sporadically around the United States. Several small pop-up stores appeared in existing retailers during the holiday seasons, and the brand’s previous parent company, Tru Kids Inc., attempted to open a handful of new dedicated locations, though these were stymied by the COVID-19 pandemic. Last year, the brand was purchased by WHP Global, who intend to make a proper effort at marketing it this year.
Starting later this month and until October, Toys ‘R’ Us pop-up stores will be appearing in every Macy’s storefront in the United States. In addition to Macys’ existing policy of selling Toys ‘R’ Us-branded merchandise on their website, established last year, they will now be selling toys in these 1,000 square feet pop-ups. The pop-ups will feature multiple shelves of popular toys, as well as a small demonstration table for customers to try new products, and a large statue of the brand’s mascot, Geoffrey the Giraffe, for customers to take pictures with. The flagship Macy’s locations in Atlanta, Chicago, Honolulu, Houston, Los Angeles, Miami, New York and San Francisco will feature even larger Toys ‘R’ Us areas, up to 10,000 square feet.
Toys R Us and its mascot Geoffrey the Giraffe are trying to make another brick-and-mortar comeback ahead of the holiday season, after the brand filed for bankruptcy and shuttered all of its 800 U.S. stores four years ago.https://t.co/thLTzJ4Iqt
— The Washington Post (@washingtonpost) July 19, 2022
While Macy’s has been hit hard by the current state of the economy, not to mention stiff competition from both big-box retailers and online retailers, they have managed to stay firmly in business. Their toy sales in particular have risen by 15% since their acquisition of Toys ‘R’ Us.