Geoffrey the Giraffe returns! Macy’s and WHP Global will open Toys R Us shop-in-shops at more than 400 Macy’s stores in 2022; meanwhile, an assortment of toys can already be purchased at macys.com/toysrus.
“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. “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.”
Founded in 1948, the toy superstore at one time operated some 800 units around the U.S., boosted by omnipresent mascot Geoffrey the Giraffe and a television jingle about “Toys R Us kids.” But competition from e-commerce and discounters and debt burdens from a leveraged buyout forced it into bankruptcy in 2017. Two stores, operated by Tru Kids, which acquired the retailer out of bankruptcy in 2018, were closed last year because of the pandemic, though a website remained operational outside the U.S.
At Toys R Us’ shop-in-shops in Macy’s, customers will be welcomed by Geoffrey the Giraffe before discovering and playing across dedicated sections by age, interest and category, with interactive experiences, activation centers and iconic elements throughout.
“Our partnership with Macy’s marks the greatly anticipated return of Toys R Us in the U.S.A., and changes the retail landscape by combining two beloved retail brands together for consumers across the nation in a completely innovative way,” Yehuda Shmidman, chairman and CEO of WHP Global and Toys“R”Us, said. “We’re thrilled to be launching this new partnership together with Macy’s.”
