Thanks to Macy's, Toys 'R' Us has a home again—both in stores and online.
Are you a Toys 'R' Us kid who's all grown up and wishes your kids could be Toys 'R' Us kids, too? Well, good news: every millennial's favorite toy store is making a comeback. Thanks to a partnership with Macy's, Toys 'R' Us will have a home in over 400 stores and online.
All 735 Toys "R" Us stores in the U.S. closed in 2018, following the bankruptcy filing of the company in 2017. The relaunch is the brainchild of the new owner of WHP Global, a New York brand management company who bought the toy store in March of this year in hopes of building a "global network and digital platform" for Toys 'R' Us.
And it's working, because the beloved toy store is BACK.
Macy's decided to hop on board the Toys 'R' Us train because toy sales have been off the charts since the beginning of the pandemic. (As we all know, entertaining homebound kids requires a lot of backup for parents, so this tracks.)
We are BACK and proud to announce our new partnership with @Macys. You can now purchase toys online and there will… https://t.co/natqFq8oE4— ToysRUs (@ToysRUs)1629386383.0
Anyone who's been to a Target, a Kohl's, or any department store recently knows that the whole "store within a store" idea is pretty genius. In any of these places, you can often find an Ulta, a Sephora, and even mini Apple shops across the country. Adding a toy store to Macy's is just another way to cover all of your bases while shopping (Christmas is, after all, not too far away)!
Ah, the nostalgia of walking into a Toys 'R' Us. Remember walking in those automatic doors and being immediately overwhelmed in the best way? Do you go to the Barbie aisle first, or do you make a pitstop at the Nerf guns along the way? The store had LEGOS galore, bicycles, dolls, puzzles, video games, and Hot Wheels as far as our little eyes could see.
There aren't any chain toy stores anymore, and even indie toy stores are few and far between. It just doesn't feel right, darn it! But now we can get a little bit of our childhood back while sharing some of it with our own kids.
90s Toys ‘R Us https://t.co/dM2nwn4K1L— Jeze3D.exe (@Jeze3D.exe)1629229303.0
"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 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."
Geoffrey the Giraffe has yet to comment on the news, but we will update this story posthaste once he does. It's good to be a Toys 'R' Us kid!