Toys R Us opens 400 shop-in-shops in Macy’s

Toys R Us is opening 400 shop-in-shops within Macy’s locations, and also selling products through the department store’s website, the companies announced on Aug. 19.

The legacy toy retailer, which is now owned by New York-based WHP Global, has had several fits and starts since it initially folded in September 2017.

Toys R Us’ New Jersey roots spanned decades, having been headquartered in Wayne since 1948. A giant in the toy industry, it spent more than 20 years on the Fortune 500 list prior to its bankruptcy, ranking as high as No. 168.

Even Geoffrey the Giraffe will be back when Toys R Us debuts in Macy’s stores in 2022. – NJBIZ FILE PHOTO

The physical shop-in-shops are set to roll out in 2022 and will include remnants of the Toys R Us brand, including nods to Geoffrey the Giraffe.

“As a Toys R Us kid, I could not be more excited to bring this beloved brand that so many of our customers know and love into Macy’s online and to our stores across America,” said Nata Dvir, Macy’s chief merchandising officer, in a prepared statement. “Our toy business grew exponentially in the past year, with many families looking to inspire their children’s imagination and create meaningful moments together. 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.”

North of the border, Canadian investment firm Putman Investments announced its intention on Aug. 19 to purchase Toys R Us and Babies R Us Canada from Fairfax Financial Holdings Ltd.

“Toys R Us and Babies R Us are extremely strong brands that have been in great hands over the past three years,” says Doug Putman, founder of Putman Investments, in a prepared statement. “Since its split from the U.S., we’ve watched the way in which the company has grown and focused on the Canadian customer. Much has been achieved and we’re excited to help to drive the business forward.”

Toys R Us and Babies R Us Canada employ approximately 5,000 people who work out of the Vaughan, Ontario head office and at 81 stores across 10 provinces.