Partnership rolesĪccording to a spokesperson, Macy’s will lead merchandising operations for the shop-in-shops, while the Toys R Us management team will offer support and guidance on toy and product trends. Outside the U.S., there are still more than 900 Toys R Us stores and e-commerce sites in over 25 countries that annually generate $2 billion in total sales.įor more than a year, customers have been able to shop Toys R Us products online at and through Macy’s digital fulfillment ecosystem. However, Toys R Us never totally disappeared.

WHPs’ strategy involves the purchase of struggling brands with plans to revive and reposition them by leveraging high-growth distribution channels and global digital commerce platforms, according to its website.įounded in 1957, Toys R Us filed for Chapter 11 bankruptcy protection in 2017 and liquidated 700 of its existing stores in the U.S. The Toys R Us deal was brokered with Macy’s by New York-based WHP Global, a private brand-management firm with a portfolio of consumer brands generating $4.5 billion in retail sales annually. “The Toys R Us brand will come to life with playful colored fixtures and hands-on demonstration tables for customers to interact with various toy assortments,” Coddingtown Macy’s store manager Jacob Cater said in a statement. Initially, Macy’s at Coddingtown will have a 1,000-square-foot toy area, and its Santa Rosa Plaza store will start with 4,000 square feet. North Bay locations are in Santa Rosa Plaza and Coddingtown Mall in Santa Rosa The Village at Corte Madera in Marin County and Westfield Solano in Fairfield. In August 2021, Macy’s said the partnership would extend to its San Francisco Bay stores. The plan has been in the works for some time. In all, Macy’s has 92 stores in the Golden State.

Over the past three years, Cincinnati-based Macy’s has been opening Toys R Us departments in 20% of its stores nationwide - including 65 in California, which will rise to 85 by mid-month. Just in time for the holiday shopping season, Macy’s has joined forces with the new owner of Toys R Us to give the famed toy company space in all 509 Macy’s stores around the country.

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