Macy’s and Toys”R”Us Expand Store-in-Store Partnership for the Holidays
One of America's most iconic toy stores is returning to brick-and-mortar retail just in time for this year's holiday season, reports NBC News. Toys"R"Us will open shops inside every Macy's store in the U.S. by mid-October, part of a rollout that began last year, the companies announced in a release on Monday.
The in-store shops will range from 1,000 square feet to 10,000 square feet, with the ability to expand up to an additional 3,000 square feet to offer an even wider assortment of products. To celebrate the openings, all Macy’s stores will host nine days of in-store events, beginning Oct. 15 through Oct. 23, which will include family-friendly activities and daily giveaways from brands like Barbie®, LEGO® and more.
Total Retail's Take: Iconic toy retailer Toys"R"Us is slowly making a return to brick-and-mortar retail after its 2017 bankruptcy. Last year, the brand partnered with Macy's to relaunch its online presence and opened a flagship store at the American Dream megamall in New Jersey, both just in time for the holidays. Toys"R"Us is continuing that strategy in 2022 to capture consumers shopping for toys and other gifts this upcoming holiday season.
For Macy's, its partnership with Toys"R"Us has been profitable so far, and thus the expansion of the partnership. "The customer response to our partnership with Toys“R”Us has been incredible and our toy business has seen tremendous growth," said Nata Dvir, Macy’s chief merchandising officer. According to the press release, in Macy’s first quarter of 2022, toy sales were 15x higher than the comparable period prior to the Toys”R”Us partnership. The data shows that consumers want to shop the iconic toy brand and want the seamless omnichannel access that Macy's can deliver.
Kristina Stidham is the digital content director at Total Retail and sister brands Women in Retail Leadership Circle and Women Leading Travel & Hospitality at NAPCO Media. She is passionate about digital media and handles video, podcast and virtual event production for all brands. You can often find her at WIRLC, TR, WLT&H or industry events with her camera and podcasting equipment—or at home on Zoom—recording interviews with thought leaders and business executives.
Kristina holds a B.A. in Media Studies and Production from the Temple University Klein College of Media and Communication in Philadelphia. Go Owls! When she's not in the office, she loves to go on long walks, sing around the house, hangout with her family and two pet guinea pigs, and travel to new places.