The brand will sell toys online and in stores.

The bankruptcy and liquidation of toy store chain Toys “R” Us in 2018 was an unfortunate event, with the chain’s closure mourned by both children and adults. Besides simply selling toys, Toys “R” Us’ branding was an experience in and of itself, one many hold dear from their childhoods. The chain attempted to make a comeback in late 2019 with new locations, albeit ones significantly smaller than their original counterparts, but bad timing with the COVID-19 pandemic stymied those plans. It seems, however, that Geoffrey the Giraffe is taking one more shot at a comeback, and he’s got help from another big box retailer.

WHP Global, the current owner of the Toys “R” Us brand, has partnered up with department store chain Macy’s to begin selling Toys “R” Us branded toys both on Macy’s online storefront and in their physical stores. By this time next year, Macy’s is looking to open at least 400 Toys “R” Us stores-within-stores in Macy’s locations.

“Toys “R” Us is a globally recognized leader in children’s toys and our partnership allows Macy’s to significantly expand our footprint in that category, while creating more occasions for customers to shop with us across their lifestyles,” said Nata Dvir, Macy’s chief merchandising officer, in a press release.

We are BACK and proud to announce our new partnership with @Macys. You can now purchase toys online and there will be 400 stores inside Macy’s throughout the US in 2022! Check out https://t.co/uGZMjODwAV for updates. This is only the beginning with much more to come – stay tuned! pic.twitter.com/Pp6HMhOg8D

— ToysRUs (@ToysRUs) August 19, 2021

Analysts speculate that this is a move on Macy’s part to compete with other major big-box retailers like Target, who have been partnering up with companies like Apple and Ulta for their own stores-within-stores. The toy business, in particular, has proven lucrative for Macy’s in the past year as parents have purchased toys en masse to keep their children occupied at home during COVID-19 lockdown.