Will Kids Everywhere Be Dancing in The Streets?


Toys “R” Us, a toy store brand which has been on hibernation for a while now is making a significant return into the market.

The holidays will see a proliferation of products from the toy store brand in on almost every store.

Macy stores in the United States will have Toys “R” Us products as a result of an improved alliance between Macy and WHO Global; Toys “R” Us parent company.

Anytime from the last week of July to October 15, these stores will roll out their operation. These toy stores will vary in size based on location. For cities like Chicago, Atlanta, San Francisco, Honolulu, Miami, Los Angeles, New York and Houston theatres flagship store are expected to be as 10,000 square feet while locations with a less dense population may be as little as 1,000 square feet. This development will make the Toys “R” Us brand ubiquitous at the zenith of holiday season. Some innovations and customer centred incentives have been planned to improve customer experience such as a full-size Geoffrey giraffe photography opportunity and a demonstration section for new toys.

Limited due to bankruptcy issues which plagued the famous toy store in 2018 and culminated in the closure of all its branches, Toys “R” Us has made persistent efforts to stage a comeback through different owners although without success.

Prior to the recent development Tru Kids Inc. Which acquired the brand during liquidation sale operated two stores in Texas and New Jersey but shut down due to the effects of the pandemic early in 2021. WHP Global eventually acquired the brand and subsequently struck a new partnership which has resulted in the brand’s renaissance.

The new partnership with Macy has been a game changer for the toy store. Toys “R” Us have sold their products via ToysRUs.com and Macys website since August 2021 when Toys R Us reached an agreement to sell toys via Macy’s outlets creating smaller stores within their stores in 400 department stores belonging to Macy.

Due to changes in customer habits and the fierce competition from big brands such as Walmart (WMT) and Target (CBDY), the partners Toys “R” Us and Macy have been taking a beating until recent months which has had Macy outperforming both competitors.

For Macy, this is not uncharted territory as Macy is no stranger to toys. In the past Macy has sold toys via multiple platforms including it’s own main stores, shops within shops and several other freestanding stores by Macy.

Since the beginning of the new alliance, the company’s earning report has shown an immense 15 times improvement in toy sales indicating measurable progress.

As originally reported in https://www.cnn.com/2022/07/18/business/toys-r-us-macys-partnership/index.html