WAYNE, N.J. — Five years after filing for bankruptcy, iconic toy retailer Toys ‘R’ Us has launched its first wave of new in-store locations expected to reach 451 Macy’s stores nationwide.
The toy store giant filed for bankruptcy in 2017 and closed all locations the following year as declining sales hit brick-and-mortar locations hard.
The brand’s resurrection began three years later, however, when Macy’s announced a partnership with Toys ‘R’ Us parent company, WHP Global, in summer 2021, Fox Business reported.
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The legacy retailer then upped the ante in July 2022, when it announced plans to house an inner Toys ‘R’ Us shop in every brick-and-mortar Macy’s by mid-October.
[ Toys ‘R’ Us poised for holiday comeback via Macy’s partnership ]
According to Consumer Affairs, the in-store revival is being punctuated by a nine-day sales event, honoring both the brand’s triumphant return and the birthday of longtime store mascot Geoffrey the Giraffe. The concerted re-opening push is intended to help the toy brand snag a bigger piece of the holiday shopping season pie in the wake of recent major sales events hosted by retail giants Walmart, Amazon, Target and Kohl’s.
In turn, the nationwide re-openings began Saturday, and only five states are currently lacking a Macy’s-Toys ‘R’ Us combo: Alaska, Arkansas, Iowa, Mississippi, Nebraska and Wyoming, Fox Business reported.
Click here to see the complete state-by-state breakdown of Macy’s-Toys ‘R’ Us locations.
According to Consumer Affairs, the following events remain scheduled to honor the grand re-openings:
- Monday, Oct. 17: Geoffrey’s Birthday – Kids can create a Geoffrey picture frame and get Disney- and Lego-themed giveaways.
- Tuesday, Oct. 18: National Geographic STEM Day – Kids will receive a Mini Fools Gold Kit to excavate a gem to take home.
- Wednesday, Oct. 19: Rainbow Loom Day. Kids can make rainbow loom bracelets in store to take home.
- Thursday, Oct. 20: Play-Doh Day – Kids can get Play-Doh giveaways and play with new Play-Doh sets in store.
- Friday, Oct. 21: Pokemon Day – Kids will get Pokemon activity packs to play with in store.
- Saturday, Oct. 22: Lego Day – Lego sets will be available to play with in-store, and kids will have the chance to receive Lego-themed giveaways.
- Sunday, Oct. 23: L.O.L. Surprise! Day – L.O.L Surprise! activity and coloring pages, as well as giveaways, will be available for kids in-store.
According to Fox Business, each new Toys ‘R’ Us shop will feature “playful colored fixtures, hands-on demonstration tables for customers to interact with various toy assortments and a life-size “Geoffrey on a Bench” photo opportunity for families.”