With Nostalgia on Rise, Toys ‘R’ Us Is Trying To Make Another Comeback

Toys ‘R’ Us is back in business after closing its doors nearly 4 years ago. The nostalgic toy store chain is partnering with Macy’s after finding success with an online partnership. Macy’s will feature a Toys ‘R’ Us section in all of its brick-and-mortar locations.

In a press release published by Macy’s, details were given about the Toys ‘R’ Us Comeback:

“Macy’s expands partnership with WHP Global to bring the beloved Toys ‘R’ Us brand to every Macy’s store in America this holiday season. Beginning late July and rolling out through October 15^th, 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.”

Additionally, each Toys ‘R’ Us location will feature a photo area for children who wish to have their pictures taken with Geoffrey the Giraffe.

Toys ‘R’ Us brought Macy’s 15X Toy Sales Increase

The move to reopen the beloved toy store comes after online sales showed to be fifteen times higher than normal in the first quarter of 2022. Specifically, Macy’s was noting its increase in toy sales while partnering with Toys ‘R’ Us solely online. This heavily implies that people not only miss the toy chain but are jumping at the opportunity to support it again.

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

Toys ‘R’ Us declared bankruptcy in 2018. It closed its doors across the nation, letting go over 30,000 employees. The popular chain first rose to fame after WWII but struggled to maintain its sales quota after online stores like Walmart, Target, and Amazon overtook them.

No one knows if Toys ‘R’ Us is here to stay, but for the meantime, you can definitely plan on getting your Christmas presents at its Macy’s locations.