Toys “R” Us is attempting yet another comeback and this time, it is doing so with some help from Macy’s.
The two companies are entering into a partnership which will see Macy’s sell toys on its website, in addition to opening Toys “R” Us shop-in-shops at 400 department store locations in 2022.
“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,” said Nata Dvir, Macy’s chief merchandising officer.
This is the second time the Toys “R” Us brand is seeking to revitalize its business and marks a shift in its sales efforts. The company was bought by New York-based WHP Global from Tru Kids Inc., which acquired the brand in a 2018 liquidation sale when the toy brand filed for bankruptcy and shuttered nearly all of its 800 locations.
Tru Kids Inc. had sought to relaunch the Toys “R” Us brand by opening a dozen new stores across U.S. malls. However, only two stores were successfully opened and were later closed due to the impact of the pandemic.
Toys “R” Us’ new parent company is taking a different approach. The company is seeking to build a new global network and digital platform for the toy brand instead of opening independent store locations, CNN reported.